ROXY is launching a major campaign one month before the Summer Olympics where two of its athletes, Stephanie Gilmore and Caroline Marks, will be representing Australia and the U.S., respectively.
The company created “Welcome to the New Cute,” to challenge the cliches and stereotypes female riders have faced for years by reclaiming the word “cute.”
“For the past 30 years, ROXY has been entirely dedicated to supporting women on waves, on slopes and in their daily lives. But three decades of empowerment didn’t come without challenges,” the brand stated in a press release.
With the help of nine brand films and print headlines, ROXY wants to rewrite the meaning of “cute” and encourage other women to do so as well.
The campaign video features seven-time surfing World Champion Stephanie Gilmore, four-time surfing World Champion Lisa Andersen, snowboarders and Olympic Gold Medalists Chloe Kim and Torah Bright, and other ROXY athletes.
The video shows the women riding huge waves, descending towering mountains, and nailing impressive tricks. It also shows them falling and face planting, and the injuries that go along with pursuing their craft.
Two-time longboard World Champion Kelia Moniz narrates the video, which has the following script:
You’ve called us cute. And sure, that’s fair. We are cute.
Cute is sweet, kind, shy. But also, strong, brave…gnarly.
Our idea of cute is a little upside down.
Cute is saying, “I can do this… I got this.” Cute is just going for it. And, it’s ok if you fall.
Cute is winning a world title. Actually, scratch that. SEVEN world titles.
Cute is more than one thing, because we are more than one thing…
Here’s to the next chapter of CUTE.
On social media, ROXY is encouraging girls and women to share what cute means to them with the hashtag #RedefineCute
ROXY partnered on the campaign with the Los Angeles office of international creative boutique FRED & FARID.
