"John Aldridge fell overboard in the middle of the night, 40 miles from shore"
nytimes.com
nytimes.com
Seems like it shouldn't be too long before the Coast Guard can just launch a few hundred drones (e.g., DJI Phantom 2 Vision Quadcopters only costs ~$1K each, but might need a few boats to provide networking and recharging out at sea) with directions to scan the area, and computer vision algorithms would do most of the video analysis.
That article has a quote that explains why the brand of boot isn't mentioned: << His father, John Aldridge Sr., joked to his son not to reveal the brand name on the boots to reporters: "Not until we get a contract offer." >>