{"id":22662,"date":"2021-07-19T14:59:56","date_gmt":"2021-07-19T12:59:56","guid":{"rendered":"https:\/\/cherrydeck.com\/blog\/?p=22662"},"modified":"2021-07-22T16:59:29","modified_gmt":"2021-07-22T14:59:29","slug":"roxy-redefines-the-word-cute","status":"publish","type":"post","link":"https:\/\/cherrydeck.com\/blog\/roxy-redefines-the-word-cute\/","title":{"rendered":"Roxy Redefines the Word “Cute” in Board Sports"},"content":{"rendered":"\n

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.<\/h4>\n\n\n\n

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” \u2014 often associated with female sports professionals.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

Let\u2019s make the new CUTE stronger, fresher, and more badass. #redefineCUTE<\/strong><\/p>Roxy<\/cite><\/blockquote>\n\n\n\n

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