We followed up with Roxy Global GM Emilie Souvras after seeing the news that Roxy will no longer be sponsoring the Gold Coast WSL event.
The WSL announced this week that Boost Mobile is the new sponsor of the women’s contest at Snapper Rocks. Quiksilver remains the sponsor of the men’s contest there.
Roxy is investing in more events that directly interact with consumers, namely its Make Waves Move Mountains Tour around the world.
There is an activation happening this week in Whistler, for example, and stops are planned in Tahoe, Byron Bay, Waikiki, Huntington Beach, Biarritz, Bali, Okinawa and other locations.
In addition, Roxy will continue to sponsor the Roxy Pro France.
Emilie explained the decision to me via email.
“The WSL has been and will continue to be an important partner to both ROXY and the Boardriders brands. However, our primary goal is to better execute against the individual brand marketing tactics that will expand the engagement of ROXY’s consumer.
Roxy is hosting its Make Waves Move Mountains event at Whistler this week
“While there would be some small synergies in having both Quiksilver and ROXY sponsoring the event, better serving our consumers through a broader set of touch points takes precedence over those synergies.
“In regards to the Gold Coast event, with the end of the current contract, ROXY has seen the opportunity to reach a broader audience via our Make Waves Move Mountains Tour – a worldwide series of 27 events in 2019 that allow all women to come together in the spirit of boardriding and women’s empowerment in actives such as snow/surf ride days, fitness events or music festivals.
“However, ROXY will always maintain its pioneering presence in competitive women’s surfing with a robust portfolio of competing ROXY athletes, from seven-time World Champion Stephanie Gilmore to the youngest qualifying female on tour, Caroline Marks, and world junior competitors such as Vahine Fierro and Summer Macedo to name a few.
“In addition, ROXY will maintain its relationship with the WSL throughout the season and looks forward to sponsoring the ROXY Pro France for the next three years.”
