BLACK FRIDAY:

UP TO 40% OFF*

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SAVE NOW
 

BLACK FRIDAY

 

 
*Black Friday: 2 items = 20% off, 3 items = 30% off, 4 items or more = 40% off
Offer valid until 28/11/2021 midnight on a wide selection of products from the Autumn - Winter collection marked with "Black Friday", excluding Snow, Surf, technical accessories and external brands, not valid on current sale products. Other exclusions may apply. Offer cannot be combined with any other commercial operation in progress. The offer automatically applies to the shopping cart. Offer valid in participating stores.
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WELCOME TO THE NEW CUTE

 


WELCOME TO THE NEW CUTE.

Winning a world title is cute.
Wiping out in a 30-foot barrel is cute.
Losing a tooth for the sport – cuteeee!

Female surfing has battled a one-dimensional story since its debut. One in which a female athlete needs to be a girl first. And then, an athlete. Pretty, feminine, approachable, .... CUTE, first. Athlete second.

ROXY’s “Welcome to The New Cute” takes long-held perceptions of cute, and blows them wide open.

Narrated by 2x Longboard World Champion Kelia Moniz and featuring the likes of 7x Surfing world Champion Stephanie Gilmore, 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim & Torah Bright, the video highlights the many layers of the life of a professional boardrider, from stumbles, wipeouts and broken teeth to barrels, victories, and world titles.

The campaign fosters empowerment in a self-assured manner, acknowledging the strength of female surfers, skiers and snowboarders, and a different view of their world.

 

SHOP ROXY