As surfing becomes an Olympic sport for the first time in history, Roxy recently launched a new campaign featuring their sponsored board athletes. The aim is to redefine the word “cute” associated with sportswomen.

As Roxy pointed out, women athletes need to be approachable, pretty, feminine, and only then… athletes. Their performance tends to be forgotten. So in its new campaign, Roxy wants to redefine the word “cute” — often associated with female sports professionals.

In collaboration with the agency FRED & FARID Los Angeles, Roxy “takes long-held perceptions of cute, and blows them wide open” in the “Welcome to the new cute” campaign.

Let’s make the new CUTE stronger, fresher, and more badass. #redefineCUTE

Roxy

The campaign encompassed nine films. The main video is narrated by 2x Longboard World Champion Kelia Moniz, with appearances of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright. Starting with traditional images of “cute,” the video quickly moves into the “new cute” showcasing images of sports performance.

In addition, Roxy has launched some videos focusing on the career of surfers Stephanie Gilmore and Caroline Marks with the title “Surf is changing because SHE is forcing it to change” under the hashtag #MakeWavesMoveMountains. Here, Roxy redefines the word “cute” by showing the behind-the-scenes of a career.

Are you on the look to produce an impactful sports campaign? Here are some Cherrydeck members that can enhance your next campaign by the water:

Discover more Cherrydeck photographers, videographers, and models here. For more campaign inspiration, visit this page.

Do you have a specific project in mind for which you need talent? Create an account and submit your brief. Let us make things easier for you!

Posted by:Cherrydeck Editorial

Our mission is to enable brands to source custom visual content at scale through our global creative community. Follow us on Instagram for the latest updates @cherrydeck

Share your thoughts!