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Roxy /  Cute / Kelia Moniz + Chloe Kim + Stephanie Gilmore

Women’s surf & snow brand takes long-held perceptions of “cute”... and blows them wide open.

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As the first and only exclusively-female global action sports brand, ROXY had a history of empowering women to challenge the status quo in every aspect of their lives, especially for those in surf and snow sports. So when female surfing finally premiered as an Olympic sport during the 2021 Summer Olympics, ROXY was committed to being the brand that championed female pioneers who redefined what it meant to be a female athlete in sports.

Drawing from the insight that female athletes and Roxy wearers were often seen as ‘cute,’we set out to reflect all that ‘cute’ could mean to this generation of female talent. To them, ‘cute’ was more than just a reflection of physical appearance – it also encompassed their resilience, leadership, tenacity, and skill in their sport and personal life. Just like these female athletes were more than one thing, it was time for ‘cute’ to also take on more than just one shade of meaning.

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7.4 MILLION VIDEO VIEWS  •  2.8 MILLION QUALITY COVERAGES   •  23 MILLION REACH VIA INFLUENCERS   •  7.5 MILLION IMPRESSIONS VIA ATHLETES  •  4.7 MILLION IMPRESSIONS VIA ORGANIC   •  45.5 MILLION TOTAL IMPRESSIONS  •  
7.4 MILLION VIDEO VIEWS  •  2.8 MILLION QUALITY COVERAGES   •  23 MILLION REACH VIA INFLUENCERS   •  7.5 MILLION IMPRESSIONS VIA ATHLETES  •  4.7 MILLION IMPRESSIONS VIA ORGANIC   •  45.5 MILLION TOTAL IMPRESSIONS  •  
7.4 MILLION VIDEO VIEWS  •  2.8 MILLION QUALITY COVERAGES   •  23 MILLION REACH VIA INFLUENCERS   •  7.5 MILLION IMPRESSIONS VIA ATHLETES  •  4.7 MILLION IMPRESSIONS VIA ORGANIC   •  45.5 MILLION TOTAL IMPRESSIONS  •  
7.4 MILLION VIDEO VIEWS  •  2.8 MILLION QUALITY COVERAGES   •  23 MILLION REACH VIA INFLUENCERS   •  7.5 MILLION IMPRESSIONS VIA ATHLETES  •  4.7 MILLION IMPRESSIONS VIA ORGANIC   •  45.5 MILLION TOTAL IMPRESSIONS  •  
7.4 MILLION VIDEO VIEWS  •  2.8 MILLION QUALITY COVERAGES   •  23 MILLION REACH VIA INFLUENCERS   •  7.5 MILLION IMPRESSIONS VIA ATHLETES  •  4.7 MILLION IMPRESSIONS VIA ORGANIC   •  45.5 MILLION TOTAL IMPRESSIONS  •