What Roxy Stands For

More than 20 years ago, we set out to create a brand dedicated to supporting women and girls in their love of surfing and beyond. Since that time, we have worked to build on this heritage by developing great products, creating new competitive opportunities for female athletes, and establishing and growing the Roxy surf and snowboarding teams. We continue to work to do more to achieve this mission.

As fans and supporters of female athletes, we are disappointed by recent mischaracterizations of the Roxy brand and wanted to take this opportunity to share with our fans the true vision and voice of Roxy.

First and foremost, Roxy is and always has been about inspiring female athletes of all levels to be themselves and to participate and compete in the sports we all love. As part of this commitment, we have sponsored 42 Women’s ASP championship tour events since 1991 and have continuously worked to build on and enhance those efforts year on year. Roxy’s commitment doesn’t stop there.

We also work tirelessly to advance opportunities for female athletes and are proud to work with some of the world’s best and most inspiring surf and snowboarding athletes in the world. We are even more proud that the forum created by our events and the tremendous athleticism of the Roxy teams – and all professional female surfers and snowboarders – have helped raise the level of visibility for women’s performance sports and encouraged sports enthusiasts around the world to watch and support women’s surfing and snowboarding in increasing numbers.

We recognize that some Roxy fans were concerned about an online video produced earlier this year on behalf of the brand. We respect and value that feedback and remain committed to building the Roxy brand in a manner that is consistent with the expectations of Roxy’s fans and our fun, adventurous brand personality.

Roxy believes in being naturally beautiful, daring and confident. We hope those qualities are conveyed in everything we do and are committed to continuing to work to earn the trust of our fans and to creating products, events and opportunities that deliver on our brand values.

At Roxy, we will never stop celebrating female athletes. That’s our brand promise, and we will continue to strive to live up to that goal.

The Roxy Team


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  1. Kelly says:

    October 14, 2013 at 11:47 am

    Dear Roxy, thanks for meeting with Cori Schumacher and listening to the concerns of those she represents. But I think you can do better. Just take a look at this page that your response is on – does it show athletes? I see beach babes.

  2. Rachel Stringer says:

    October 14, 2013 at 12:22 pm

    This is a pathetic non-acknowledgement of the actual points raised about the sexist advert Roxy made. None of the specific points Cori Schumacher & her colleagues raised directly in their meeting with Roxy have been addressed, just washed over. I was disappointed before & now I’m just over it. Roxy doesn’t even have the ‘balls’ to own their marketing campaign, to explain or justify it properly. Boo to them & ‘balls’ to their products from hereon.

  3. DroppingIn says:

    October 14, 2013 at 12:37 pm

    Sitting on the beach in Roxy bikini “looking like a surfer chick” doesn’t MAKE you a surfer (or snowboarder). It makes you a poser, and that is what your supporters buy your brand for. 90% of the girls/women buying your brand knows nothing of the lifestyle. LIVE it, don’t PRETEND to live it. And get the real rippers in your advertising, not doing soft porn, but doing a killer cutback, or riding the barrel. Inspire girls to be in the water, to paddle their asses off and hold their own… in whatever they do. More shredding less posing please. Maybe then I will buy someone from you guys.

  4. cindy jo says:

    October 14, 2013 at 12:40 pm

    This non-apology solidifies my desire to no longer wear the Roxy logo or buy any Roxy products. As a female surfer now living in Costa Rica I used to buy A LOT of Roxy gear and proudly display their logo on my boards, truck, etc. What a shame that the executives at Roxy either don’t get it, or don’t care. Either way, they no longer exist to me as a consumer.

  5. Tilly says:

    October 14, 2013 at 2:17 pm

    So disappointed with this non- addressing of the issues. I had really hoped Roxy would hear and understand our concerns. Maybe their hands are in corporate handcuffs?

    In targeting Roxy, We are just trying to change the way culture sees women..especially for those of us who are not beautiful, daring and perfect…but awesome in our love of surfing. Just read the recent interview in Surfer Mag with Alana Blanchard, who sees nothing wrong with putting her beautiful, sexy, “Girly” self out there.. Think about her viewpoint!

  6. adminroxy says:

    October 14, 2013 at 3:22 pm

    Thank you for your inquiry. We were recently made aware of and have worked to quickly correct an error related to the comment feature in our blog. This error has now been fixed. Our apologies for any inconvenience this may have caused.

  7. adminroxy says:

    October 14, 2013 at 3:23 pm

    Thank you for your inquiry. We were recently made aware of and have worked to quickly correct an error related to the comment feature in our blog. This error has now been fixed. Our apologies for any inconvenience this may have caused.

  8. Kimberly V says:

    October 14, 2013 at 7:57 pm

    The generic letter is beyond lame. My next wetsuit/gear will not be from Roxy. I have spent allot of money in the past supporting this company with surf and snow gear. Now it seems to have lost it’s way. Did it change hands? Did a new marketing team F up? We will never know as all we have is a fill in the blanks letter. Get back to empowering women Roxy not showcasing Tits and Ass. Maybe you should put more women in the Marketing Department…

  9. Beach Warmer in OC says:

    October 15, 2013 at 11:09 am

    1. Saw the ad. Felt sorry for Stephanie that her privacy was invaded by a voyeuristic camera a foot away from her rear end & that she was treated as a non-person.

    2. Signed Cori’s petition & kept up with her news on the campaign, felt optimistic that the brand would respond intelligently because of who I believed them to be…

    3. Read the lame and meaningless blog post from the brand and died a little inside.

    4. Watched the ad again — maybe I overreacted? Nope.

    Conclusion: brand, I am breaking up with you. You said & did nice things to get me to like you, but you’ve shown your manipulative & abusive nature and I’m not going to vote for that with my dollars.

    I don’t believe in your benign nature, I think your ad and following PR mistake show a willingness to be a predator, that your brand would exploit female surfers and female athletes in that clueless, gender-hating way again.

    I’m just one customer who likes cute, sporty clothes, but my family is full of hall of fame & future pro female athletes and I feel very protective of them. So, I’m breaking up with you. I promised my little sister I would learn to surf because she loves it so much she thinks I’ll love it too, well, I promise not to touch your brand when keeping that promise to my sister. Good bye.

  10. Catherine R says:

    October 15, 2013 at 12:23 pm

    Oh dear Roxy!

    Your response is, as others have said, so far below the expectations of those of us who signed that petition that you would have been better off not responding at all.

    Your brand was mischaracterised by nobody. You presented us with an offensive advert in which a world class athlete is reduced to being a nice ass. If this was not the intention, then an apology would be in order, but as we haven’t had one I can only assume that the message we received in your advertising was the intended one.

    Sponsoring events is nothing to do with supporting female athletes, it is merely an exchange of money for advertising space.

    You say that you believe in being naturally beautiful, daring and confident. It is a shame then, that the women and girls who could gain the most from surfing are those who feel that they are none of those things. Women who are far more likely to feel encouraged into surfing (and maybe into buying your products) by seeing female role models being celebrated for their surfing ability rather than their beauty.

  11. Emer says:

    October 16, 2013 at 3:46 pm

    This is baloney. You had the opportunity to showcase your surfers’ abundant talents, instead you showed how little faith you have in their abilities by showcasing your best surfer’s arse. It is not just the video that is objectionable. The whole Roxy Pro Biarritz was a complete farce and does not match your mission statement. The event is not a competitive opportunity. It is sad to see the regression of the women’s competitive tour like this. Sure, women are progressing in the surf in terms of manoeuvres, and your sponsorship helps, but that progression is in line with surfing as a whole. It speaks volumes of the circuit’s lack of worth when experienced athletes don’t return to it and the oldest surfer is 25. I understand this isn’t all Roxy’s fault, but the company is playing its part. You might as well save your money and drop the Biarritz stop because nobody cares enough about a woman’s ‘natural beauty’ to watch one foot summer schlop for five days. Surfing waves beautifully takes years of dedication. It seems that Roxy does not understand this and doesn’t have the integrity to try. You will be losing customers, not ‘fans’, as a result. Baloney.

  12. Katarina Nelson says:

    October 16, 2013 at 7:08 pm

    I am one of the thousands of people that signed the petition challenging Roxy’s “all sex no surf” commercial. I am thoroughly disappointed at Roxy’s lack of response to the actual issue! This barely skirted the subject, and I have lost confidence in Roxy as a company with a mission. In fact, I can’t even find a mission statement or anything about what the company is dedicated to anywhere on their website, so I’m curious how the company is claiming to believe in anything.

    If Roxy truly believed in “being naturally beautiful, daring and confident” then the staff would be disappointed in the video and would legitimately understand why people signed a petition and are still upset. I’m left to believe that Roxy doesn’t really believe in these things, and therefore are just out to make another dollar, even if it means selling sex and not even showcasing the product or brand.

    Those qualities are most certainly not conveyed in everything you do, in fact the closer I look, the more it seems like those are not qualities of very much that you do.
    It’s possible to be BEAUTIFUL, especially naturally beautiful, while wearing clothes and surfing, or other activities.
    It’s possible to be DARING without exploiting sex. For that matter, showcasing sex sends the wrong daring message, doesn’t it? Shouldn’t it be daring activities that promote physical health, not sex and potential diseases?
    It’s DEFINITELY possible to be CONFIDENT without selling sex! It’s even possible to be confident in one’s own naked body without flaunting it or basically being nude in a commercial. This also sends a mixed signal about the type of confidence that you support, and I for one will no longer support Roxy because of this.

  13. Stephane says:

    October 16, 2013 at 10:49 pm

    Your words and your actions are in total opposition.
    Look at your 10 best photos. Only one shows a girl surfing, all the other photos are of pretty models/beach babes.

  14. Jennifer says:

    October 17, 2013 at 8:59 am

    I made a comment earlier and was trying to be diplomatic. Then I see people standing up and fighting back and I am impressed. I am supposed to be a fighter for womens surfing, and maybe I can do better than my comment. If Roxy won’t change, all of us have to fight for change.

  15. Melitta says:

    October 18, 2013 at 1:40 am

    Appalled by the video (some middle aged male’s, teenage wet dream). Appalled by the qualified, non-apology. Fix it quick Roxy or forget it.

  16. Amethyst Wilton says:

    October 18, 2013 at 8:06 pm

    This is a pathetic non-acknowledgement of the actual points raised about the sexist advert Roxy made. YOU ARE SELLING SEXISM!

  17. Daia H says:

    October 21, 2013 at 5:42 pm

    There is a big difference between BEING naturally beautiful, daring, and confident and MARKETING beauty, daring, and confidence. Get real, will ya?

  18. cat slatinsky says:

    October 28, 2013 at 9:51 am

    that was a pretty lame response to a pretty serious situation. we all know roxy can do better so come on roxy! pull it together and give the people what they want…start a marketing hurricane showcasing your riders as athletes! your company has a chance to make a difference. start now.

  19. Augie Moondoggie says:

    December 9, 2013 at 1:10 pm

    I stand with Cory Schumacher on this and I need to put my two cents in. As an openly gay surfer DUDE, I’ve always understood that clothing companies that sponsor events are doing nothing more than advertising their “NAME BRAND”. Don’t ask me why people have stopped using the word NAME in front of the word BRAND when al l that a company like Roxy is doing is coming up with style for cute “chicks” to wear and plastering their NAME all over them. Does anybody remember the “No Fat Chicks” and “Save a whale, harpoon a fat chick” bumper-stickers that used to be sold at surf shops everywhere. Roxy is doing the same thing by offering clothing that looks good only on cute tiny “chicks”. since I’m a gay dude, I’ve always been annoyed and turned of by the chauvenistic advertisements by surf companies who target only horny surfer dudes. Roxy didn’t apologize, they merely JUSTIFIED.

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