Stephanie Gilmore

Roxy has released a campaign its executives hope will help set a new tone for the brand moving forward.

The campaign’s all-star cast is a good indication of where it’s headed with models, bloggers and others taking part, including Hailey Baldwin, Martha Hunt, Chanel Iman, Sara Escudero, Halley Elefante, Steph Shep, Tash Oakley and Rocky Barnes. That roster will also be joined by a number of athletes in keeping with Roxy’s roots: world champion surfers Stephanie Gilmore, Kelia Moniz and Lisa Anderson, along with snowboarder Torah Bright.

The campaign, titled “Make Waves Move Mountains,” is something Roxy director of global marketing Danielle McKenzie said will serve the brand for at least a few years.

“It is a tone that is really relevant to the brand and celebrates the brand’s history and present,” she said.

The initial start of the campaign includes a video to be distributed through digital channels and will then be followed with events, including a 15-stop tour that begins at the Coachella Valley Music and Arts Festival. While the brand has been at the music fest before, Roxy’s presence this year will be its largest to date, according to McKenzie.

While Roxy has always traditionally been rooted in board sports — as the first dedicated women’s action sports brand under what was previously Quiksilver Inc. and is now Boardriders — the new campaign aims to have a much broader appeal to the non-core segment.

The marketing is the result of consumer research done across the Boardriders portfolio, which also includes the Quiksilver and DC Shoes brands, as part of the company’s overall turnaround strategy.

“The significant investment was made to enable us to understand our consumers better than ever before as well as align a pointed brand strategy, a north star to move forward and progress,” McKenzie said. “At a more tactical level, it really proved the health of the brand and we’re in a really strong position, especially considering some of the business challenges that the organization had previously had in the last 18 months. The consumer still perceived the brand to be very strong.”

The company, previously named Quiksilver Inc., emerged from bankruptcy in early 2016 and changed its name to Boardriders the following year. This year, the company confirmed it had agreed to acquire Australian rival Billabong International Ltd., creating an action sports behemoth of multiple surf, skate and snow brands in addition to retail.

The merged company could prove a formidable force against the streetwear segment, which has been eating share for some time. Roxy’s team appears to see upside in the current market environment.

“I think we’re really confident in our positioning,” McKenzie said. “Now more than ever we’re seeing a rise in adventure industries. We’re seeing a rise in travel categories. We’re seeing a rise in active and street categories as well as this beach-inspired high fashion. And with that, I think the timing is right for a brand like Roxy to regain the attention of the broader market and ultimately that’s the intent of this campaign.”

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