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What Roxy Stands For

More than 20 years ago, we set out to create a brand dedicated to supporting women and girls in their love of surfing and beyond. Since that time, we have worked to build on this heritage by developing great products, creating new competitive opportunities for female athletes, and establishing and growing the Roxy surf and snowboarding teams. We continue to work to do more to achieve this mission. As fans and supporters of female athletes, we are disappointed by recent mischaracterizations of the Roxy brand and wanted to take this opportunity to share with our fans the true vision and voice of Roxy. First and foremost, Roxy is and always has been about inspiring female athletes of all levels to be themselves and to participate and compete in the sports we all love. As part of this commitment, we have sponsored 42 Women’s ASP championship tour events since 1991 and have continuously worked to build on and enhance those efforts year on year. Roxy’s commitment doesn’t stop there. We also work tirelessly to advance opportunities for female athletes and are proud to work with some of the world’s best and most inspiring surf and snowboarding athletes in the world. We are even more proud that the forum created by our events and the tremendous athleticism of the Roxy teams – and all professional female surfers and snowboarders – have helped raise the level of visibility for women’s performance sports and encouraged sports enthusiasts around the world to watch and support women’s surfing and snowboarding in increasing numbers. We recognize that some Roxy fans were concerned about an online video produced earlier this year on behalf of the brand. We respect and value that feedback and remain committed to building the Roxy brand in a manner that is consistent with the expectations of Roxy’s fans and our fun, adventurous brand personality. Roxy believes in being naturally beautiful, daring and confident. We hope those qualities are conveyed in everything we do and are committed to continuing to work to earn the trust of our fans and to creating products, events and opportunities that deliver on our brand values. At Roxy, we will never stop celebrating female athletes. That’s our brand promise, and we will continue to strive to live up to that goal. The Roxy Team