Well, I don’t know about you, but we saw this coming the moment we saw the Roxy Pro Biarritz 2013 Official Teaser.
At first I thought the teaser video on youtube was a little cheesy, we already know how sexy women surfing is with the likes of Alana Blanchard, Laura Enever, Coco Ho, Sally Fitzgibbons. So why put together a rather long clip for a surf contest that doesn’t actually feature any surfing? Has Roxy lost the plot?
Well clearly…….no they haven’t.
I opened the paper today to see a full page story on Roxy’s “Sexploitation of Women”, I order a coffee and look up at the TV and see one of the Morning shows talking about Roxy’s “Sexploitation of Women”, I get in the car and guess what? Yep, you guessed it, the radio waves are full of Roxy’s “Sexploitation of Women”.
What a bit of marketing genius. What better way to get women’s surfing into the home of every person in the country and probably a fair way around the world as well. truly a very calculated move by the marketing department at Roxy, and I take my hat off to you. You can’t buy this much publicity and it not only puts the Roxy brand out there, but women’s surfing which is a great thing.
There are already several parody/spoof videos on youtube and I imaging many more to come.
Well done Roxy, we meed more brave moves like this in my opinion. Surfing has been way too safe for way too long.