Lisa Andersen, the 4x World Champion surfer who was the long-time face of Roxy, appears to have cut ties from the brand she helped put on the map as the first women’s surf label.
Andersen on Friday posted a montage of video clips and photos in a post with the caption “All is good.” Buried in that gallery was a video of the Roxy logo being peeled off a surfboard.
Andersen’s followers lamented in comments to the post what they took to mean the end of the surfer’s ties to Roxy.
Andersen could not be reached last week for comment on her post.
A spokesperson for Authentic Brands Group on Friday declined to comment specifically on the relationship between Roxy and Andersen. Instead, the spokesperson pointed to emailed comments made earlier this month by David Brooks, Authentic’s executive vice president of action and outdoor sports and lifestyle, in response to the departure of former Roxy-sponsored surfer Kelia Moniz.
“We are extremely proud of the work and support that our brands have provided for the athletes and communities that they represent over the course of many decades,” Brooks said in that earlier statement. “Prior to being acquired by Authentic, the Boardriders portfolio faced significant challenges due in part to stagnant marketing strategies and overlooked consumer demands. While these challenges predated Authentic’s stewardship, we recognize our responsibility to pave the way for the brand’s enduring success. We are approaching these decisions thoughtfully, which includes changes as well as new additions to our global athlete roster, positioning the brands for sustainable growth.”
The Moniz video post on Instagram included a critique of the new ownership for allegedly terminating her existing contract with Roxy a year early and then offering a 90% pay cut to resign. Moniz said she declined to sign the deal.
Brooks had also told SES earlier this month, when asked about the sponsorship of athletes, that brands under the former Boardriders group are “committed” to working with a “right-sized mix of top, competitive surfers.” He pointed to Ethan Ewing, Griffin Colapinto, Caroline Marks, Seth Moniz, Barron Mamiya, and Bettylou Sakura Johnson as examples.
Stills from Lisa Andersen’s Instagram.
End of an Era
Back in July, some 150 industry executives gathered to celebrate Andersen’s surfing career and the 30-year anniversary of her relationship with Roxy. The intimate celebration in Huntington Beach offered a time for reflection, occurring just a few months before Authentic’s acquisition of Boardriders closed.
The event also included a photo exhibition, “Lisa Andersen Surfs Better Than You,” featuring photos by Jeff Hornbaker and the release of a ’90s-inspired capsule collaboration between Roxy and the championship surfer.
“My heart is so full,” Andersen said in an Instagram post the day after the event. “This brand became more than just a clothing empire. The heart logo represents everything I could’ve ever dreamed or hoped to be a part of.”
Andersen, who originally rode as part of the Quiksilver team before Roxy was ever established, became a key piece of the women’s brand’s founding.
When executives at the former Quiksilver Inc. decided to start producing women’s boardshorts, they went to Andersen to consult with what fits would be best. The brand and the business took off from there.
“She helped direct and was the leader of this movement by coming in as a legitimate surfer and that became the beginning,” Quiksilver Inc. veteran Randy Hild told SES at the time of the celebration for Andersen. “It wasn’t marketing hype. It wasn’t fake. It was so grassroots and pure that there was no need for discussion.”
