Cori Schumacher

The trend of sexualization of women in surfing has been steadily building. It has been building slowly enough that we have had plenty of time to argue back and forth about whether this is a trend that will or already has been, aggravated toward more sexualization of female surfers.

Today, something has fundamentally shifted. The catalyst is the new Roxy Pro Biarritz contest trailer: watch here.

Regardless of who chose to go in this direction (sponsored surfer or brand) the salient aspect of what is going on right now is the response from viewers. They simply and most vociferously do not agree with how the surfer is being depicted and how it depicts women’s surfing competition (and perhaps, more generally, women’s surfing). It is as though this is the final drip of water that has burst the dam. The reality is that the image-wars have begun. Who is more sexy? And which brand “owns” the sexiest surf lady?

Unfortunately, those who do not agree with this depiction of women’s surfing and are giving voice to their dissenting opinions are being silenced. A trend that is not uncommon when it comes to Big Surfing.

There is an extreme need for voices and action when it comes to this type of “progression” in women’s surfing. Unfortunately it seems as if Roxy has no interest whatsoever in listening to its consumers. Is this something new or simply the emergence of the true face of an arrogant Roxy that doesn’t respond to those it professes to represent?

I wrote about a call to action, how we must hold companies, media and sponsored surfers accountable for what we disagree with and if they are not listening to our voices, they will listen to how we spend our money.

Tell your friends, your daughters and everyone you can think of to avoid buying into this sexualization ethic. It is patronizing, ridiculous, dehumanizing and ultimately fatal to the growth of young ladies who might make of themselves someone who values what they do over how they look. Boycott Roxy and anyone else attempting to sell this nonsense.

This is not women’s surfing.

In surfing, we have a long tradition of “talking story” which is essentially our culture’s oral history. These stories have often been co-opted by the brands that wish to alter narratives in order to sell product. The most effective way of combatting these (often ridiculous and mostly offensive w/ regard to female surfers) faux-narratives is by vivifying those stories that remain at the periphery of those told by surf companies and by owning those stories that are ours. We must reclaim our stories from those who benefit from an image of surfing that is geared toward profit over people.

Talk your own story to your kids and to each other; listen to the off-beat stories that the surf brands and competitive surfing so often overlook. Those are the important stories and the stories that will help us all sort out the difference between acting in the world and simply mimicking an image. Additionally, speak out, even if the companies delete your comments. We are listening to each other and these brands need our money to survive.

We will get them to hear us.

Sign the petition: Roxy: Stop using sexy marketing to promote contests and sell product.