A year after the successful launch of its “Cute” Campaign, ROXY is back with a second chapter celebrating the supernatural strength and dedication of female boardriders.
O.M.G.
Courtesy of ROXY
After last year’s “Cute” campaign took control of a long-lasting narrative associated to female surfers, this year’s chapter deepens the message by infusing new meaning into another well-known colloquial saying.
Over the years, the acronym “O.M.G.” has become widely used in the English language to translate emotions: fear, thrill, empathy, satisfaction, surprise. And if boardriding isn’t a conductor of emotion, what is?
Through this campaign, “OMG” becomes a celebration of women, fearless individuals, human beings pushing themselves to otherworldly levels. The video is real, showcasing the true lives of females boardriders, through victory, injury, maternity, and friendship.
Featuring the likes of 7x World Surfing Champion Stephanie Gilmore, 2x Olympic Gold Medalist Chloe Kim, 2x World Longboarding Champion Kelia Moniz and many more incredible ROXY Girls, this campaign is a love letter to our sisters, to the women that we look up to and who inspire us every single day.
Discover the latest ROXY campaign here: https://www.youtube.com/watch?v=d87jrea–6g
STEPPING UP TO THE CHALLENGE
“OMG” leads into one of the most anticipated events of the World Surf League’s Championship Tour: 2022 will mark the first time that female athletes surf G-Land competitively.
The famous Indonesian break was traditionally a part of the men’s Tour, one that Lisa Andersen attended in 1996 as the only woman alongside the likes of Kelly Slater and Tom Carroll.
G-Land is well-known for its difficulty of access and wild environment: to surf the famous wave, athletes are faced with a long walk through a dense, snake-filled jungle once occupied by a lone tiger. The wave itself is not for the faint of heart either, making G-Land a definite throwback to the roots of surfing.
Cheer on ROXY Athletes Stephanie Gilmore, Caroline Marks and Bronte Macaulay as they take to Indonesia from May 28th to June 6th, 2022. #GoGirls
ABOUT ROXY
ROXY, a brand of Boardriders, Inc., has been celebrating the power of women to make waves and move mountains since 1990. The first and only exclusively-female global action sports brand, ROXY specializes in the development and design of trend-leading, technically innovative lifestyle and performance wear inspired by the Mountain & the Wave. By creating first-of-its-kind products designed for surfing, winter sports, fitness and yoga & cultivating a breed of female pioneers who changed the course of sport, ROXY has empowered all women to challenge the status quo in every arena of their lives.
