In 2013, Florence changed sponsors, joining Hurley International, after surfing for O'Neill since he was six years old. He also enjoys skateboarding, snowboarding and drawing. On January 27, 2020, John John announced he would be leaving Hurley after Hurley's owner, Bluestar Alliance, walked back John John's contract and offered him a $2,000,000 buyout deal.
With videography by director Blake Vincent Kueny and premiering at the House of Vans, in Brooklyn, on February 23, 2013, Done, Florence's first surfing film, received Surfer Poll 2013 Movie of the Year Award. JJF received Surfer Poll 2013 Best Performance Award for his role in Done.
Released in 2013, Departure Delayed, Free to Roam, Begin Again, Again, And Again are five shorts from Florence. Begin Again received Surfer Poll 2013 Short of the Year Award.