Cori Schumacher

State of Flux

Roxy’s Official Statement

We have been waiting for Roxy to comment on the official trailer as a response to over 22,000 people who have voiced their disapproval of the portrayal of a 5-time world champion that was “made on behalf of the brand” for the Roxy Biarritz Pro for some time now. They finally have… ?

Amidst a blog post detailing what Roxy has done for women’s surfing and surfers (and snowboarders) in the past as well as promises to continue to support and “celebrate” female athletes in the future (equity in pay for female pros in sponsorship and event pay might be a great start!), is this:

“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.”

Is this enough? What do you think?

You can read their blog post, “What Roxy Stands For,” in its entirety here. I encourage anyone who may have thoughts or comments for Roxy to leave them directly on their blog page.

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4 responses to “Roxy’s Official Statement”

  1. Lys Avatar
    Lys

    After reading Roxy’s post, it makes me even more grateful that you took the time and effort to put together the petition and presentation to Roxy. Reading their non-admission of any wrongdoing tells me that they don’t think it’s a very big deal (since they so much other good stuff), and it assures me that this petition and its 22000+ voices are very necessary. It is all too often that these kinds of complaints are brushed off as being overly sensitive, and it discourages women and girls from speaking out at all. I really appreciate what you did here — encouraging women and young girls to stand up for themselves and feel empowered knowing there are so many others who still feel there is much to do to get that respect that women deserve.

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  2. Peter Avatar
    Peter

    Here’s what I wrote on Roxy’s Blog…I’ll be interested to learn if it’s posted!

    Sorry folks, this is weak. I like looking at cute girls as much as the next guy, but the criticism that many women and some men have leveled at Roxy for their shameless, exploitative video ostensibly about a pro surfing contest is merited. There are plenty of businesses that are clothing companies first and merely use surfing (or skating or skiing or whatever) as window dressing for their brand. Why not join (re-join?) the few that actually work to further the sport and the philosophy that we might hope grounds that sport? I think that surfing is both unusually vulnerable to abuse and exploitation for all the obvious reasons AND an opportunity to foster a real appreciation for the ocean, for athleticism, and, yes, for “being naturally beautiful, daring and confident.” I have little doubt that Gilmore is all three of those things in spades, but your use of her gifts was a betrayal of her and of those girls who look to her as a role model.

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  3. Meliame Avatar
    Meliame

    And here’s what I wrote – I am also interested to learn if it will survive moderation:
    “What is this? It reads like something a lawyer and a marketing representative wrote together, carefully. I am not moved. There is no ownership of the advertisement – like someone else ‘mischaracterized’ you? It contains no acknowledgment that Roxy understands how the advertisement could have offended or disappointed its customers or the female surfing community. Just equivocal ‘recognition’. Could the statement be any more mealy mouthed?

    It’s great that Roxy has sponsored ASP championships but you’re hardly going out on a limb doing so. I would like to think that it is part of your corporate social responsibility – quite apart from being in your business interests.
    Why is it so hard to promote women’s events with out using their breasts or their bottoms? Or at least attaching those body parts to their heads. You know, so that they look like complete people – like your sister, mother or girlfriend. Or maybe even … I don’t know… surfing?
    But, I haven’t let your crappy advertisement get me too down. I’ve gone out on a mission to find great independent women’s surf wear companies who take a more respectful approach to girls’ and women’s surfwear and they’re great. So, whilst I am sad not to have access to your products anymore (I really don’t feel I have a choice), I’ve discovered a great new world of surfwear online.
    I will continue to monitor your blog and watch your brand in the hope that one day you see the light but in the mean time I’m moving to surfwear that advertises girls with bodies on surfboards.

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  4. Lys Avatar
    Lys

    This is what I wrote:

    Even with 22000+ petition signers, you still can’t apologize or say that you might take action to repeat the same scenario? You have 5 paragraphs touting how awesome you are, 1 paragraph saying you “recognize” that “some” fans are concerned about the video (gee, thanks for “recognizing” tens of thousands of complaints), and 1 paragraph saying that YOU are disappointed that WE mischaracterized you. I don’t even know what to say to that. As a Roxy fan, female surfer and athlete, I continued to shop your brand, thinking he petition would open your eyes to the core values of your demographic, but I won’t any longer. It appears as if you still don’t believe you did anything wrong. Yes, one video is not the end of the world amongst all the good promotion you do for women athletes, but as always, it’s about principle — when you don’t even acknowledge it was wrong, it falsifies what you SAY you stand for.

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