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Roxy's new global campaign launches with fitness focus



Industry Updates

'Make Waves. Move Mountains' celebrates the empowerment of women

Surfersvillage Global Surf News, 16 February, 2018 - Today marks the launch of Roxy's new global campaign, ‘Make Waves. Move Mountains’. As a lifestyle brand that caters to women all around the world, ROXY has been inspiring women and dreamers since 1990.

The brand’s overall mission has laid the groundwork of the ‘Make Waves. Move Mountains’ movement where ROXY celebrates the empowerment of women in action sports and beyond. The brand taps into their well-renowned snow and surf athletes, including Stephanie Gilmore, Dara Howell, Lisa Andersen, and Torah Bright, as well as celebrities, such as Hailey Baldwin, Martha Hunt, and Chanel Iman, to help promote a message of strength and support to young women of any age, sport, or dream.

“ROXY exists to empower women. From the day Lisa Andersen, the first female competitive surfer, ripped in her boardshorts, we have stood with pioneers who challenged the status quo. Today, more than ever, we must demonstrate our ability to push boundaries across all arenas. Make Waves Move Mountains is ROXY’s bold invitation to accomplish just that,” said Danielle McKenzie, ROXY Global Director of


"I'm so proud to be a part of this movement, especially as a ROXY athlete, because I want to encourage women around the world to never give up on the challenges in front of them,” said Dara Howell, ROXY skier and 2014 Olympic Gold Medalist. “In order to Make Waves and Move Mountains, it's so important for us to put our best foot forward every single day and keep your eye on all that you want to achieve. As ROXY girls, we can do anything we set our mind to."

Innovating for women is at the heart of what ROXY does. For over 25 years, ROXY has created products and cultivated female pioneers that changed the course of boardriding and in doing so, empowered women to always challenge the status quo. In a digital age, ROXY aims remind women to experience the immense freedom found in reconnecting with the world’s natural surroundings. ROXY is on a mission to inspire women to find this freedom in their own way, so that they too can Make Waves and Move Mountains.


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