Roxy, the $770 million junior brand from board sport behemoth Quiksilver, is getting physical with a new activewear line called Roxy Athletix launching for the summer.

With the first shipment hitting stores on May 25, Roxy Athletix aims to appeal to a sporty, but style-conscious college student with flashes of fluorescent tints, low-riding shorts and color-blocked prints. Joining Gap and Michael Stars, the Huntington Beach, Calif.-based company is the latest player pushing fashion in a competitive athletic market dominated by giants such as Nike, Adidas and Puma.

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