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  Photo courtesy of ROXY

ROXY is launching a new global campaign today, “Make Waves. Move Mountains.”

We asked Global Director of Marketing Danielle McKenzie about the new marketing push including the strategy behind it and how it will be executed.

See the campaign video here.

What inspired the campaign?

Danielle McKenzie: ROXY was the first and remains the only exclusively female action sports brand in the world.

ROXY created first-of-its-kind products and cultivated female pioneers that changed the course of surfing, and in doing so, empowered women to always challenge the status quo. The ROXY girls’ constant demonstration of progression is our source of inspiration for Make Waves Move Mountains.

How will the campaign be executed?

Danielle McKenzie: The campaign consists of five key components: a bold video mantra; a user-generated social media campaign; athlete, celebrity and influencer endorsements; media and press support as well as a series of experiential events – The Make Wave Move Mountains tour. Each component is carefully considered as part of a compelling and enriching consumer journey.

What will the tour consist of and where will the stops be?

Danielle McKenzie: The Make Waves Move Mountains tour seeks to cultivate community while telling a story that can guide the next wave of empowered women.

The 15-stop tour will include visits to Coachella Valley, California; St. Tropez, France; Snapper Rocks, Australia and beyond. A consistent thread at each event will be a women’s panel that creates a platform for the voices of female trailblazers and thought-leaders.

What audience are you trying to reach with the campaign? Is it geared to a new audience?

Danielle McKenzie: Make Waves Move Mountains aims to capture the attention of existing and new ROXY girls alike.

While our core market has been with boardriders, we have always felt a responsibility to bring others along for the ride. Now more than ever, with the rise in the adventure, travel and active categories as well as the re-emergence of beach and surf-inspired high fashion, we want to extend our invitation and remind all women of our stylish and functional offering.

Our ambition has never been to sell the lifestyle of what we do but rather to make it accessible to a broader group. In 2017, these ambitions were affirmed through an extensive consumer research project as part of the organization’s turnaround strategy. Boardriders invested significantly in consumer research with a top global consulting firm, enabling us to understand our consumer better than ever before and redefining a pointed brand strategy for our brands.

For ROXY, the results proved our positioning and relevancy with a broader group – highlighting commonalities between core and non-core audiences. This campaign, like our brand, transcends sport, age and background. It is an inclusive message that brings together a larger group of women who can all be celebrated as ROXY Girls.

Which celebrities, influencers and athletes will be part of the campaign?

Danielle McKenzie: The campaign features original ROXY girl and four-time World Champion surfer Lisa Andersen, Olympic Gold Medalist Torah Bright, backcountry snowboarder Robin Van Gyn, six-time World Champion surfer Stephanie Gilmore, two-time World Champion surfer Kelia Moniz, 15-year-old X-Games Gold Medalist Kelly Sildaru and 11-year-old skateboarder and surfer Sierra Kerr, to name just a few.

Our mantra has also attracted the attention of Hailey Baldwin, Martha Hunt and Chanel Iman who stand alongside our protagonists and broaden the awareness and reach of the Make Waves Move Mountains campaign.

What is the mantra of the campaign?

Danielle McKenzie: We are a force. A magnetic force. A force to be reckoned with. We seek the seasons, the south swells and the nuking powder.

We seek the movement and we seek change. We’re progressive. Driven. Impatient. Now. Our inertia propels us forward, and we won’t be stopped.
Whether it’s wind, waves, snow, streets, or stereotypes, we rock our own vibes without trepidation. Our style flows from real. Purists. Originators. Competitors. Champions.

We move united, taking the lead from those girls before us. We are trailblazers, natural beauties and global gypsies grooving through this life under sunburnt skies.

Here’s an invitation to join our trip. To put your heart into it. To draw new lines and to show others that they can do the same.
Make Waves Move Mountains.
ROXY.

How does the campaign tie into the Winter Olympics?

Danielle McKenzie: The timing is equal parts serendipitous and strategic.

The campaign features past and present Olympic athletes, including hopefuls who are attending PyeongChang.

The Winter Olympics will once again bring attention to the phenomenal talent, courage and abilities of female world champions. There could not be a more fitting example of Make Waves Move Mountains.

 

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  Photo courtesy of ROXY