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Roxy

Daring, Confident, Naturally Beautiful

Roxy was launched by Quiksilver in 1990 as the first women’s surf brand, quickly transforming into a global lifestyle label that captured the spirit of confidence, fun, and adventure. Pioneering innovations like the women’s boardshort and the creation of the Roxy Pro surf events helped position the brand as the largest corporate sponsor of women’s surfing. With star athletes such as Stephanie Gilmore, Lisa Andersen, Kelia Moniz, Sally Fitzgibbons, Carissa Moore, and Sofia Mulanovich leading its global team, Roxy continues to deliver products for every aspect of the active girl’s life — wetsuits, outerwear, apparel, and lifestyle gear in playful spirit.

Marketing & Promotions

2010 - 2013

Executed Roxy’s global campaign across Indonesia, rolling it out nationwide in Jakarta, Bandung, Yogyakarta, Surabaya, and Bali with in-store sales promotions across Quiksilver flagship and multibrand stores. Led event activations in key cities, including the Roxy Short Short Competition and Roxy Girl SEA Auditions, to drive engagement and brand visibility. Supported Roxy USA’s High Summer campaign shoot in Indonesia, coordinating logistics and assisting brand ambassadors Sally Fitzgibbons, Kelia Moniz, Kassia Meador, and Bruna Schmitz.

Roxy Girl South East Asia Competition

Empowering Active Young Women Through Community Engagement

Roxy’s campaigns “Let the Sea Set You Free” and “Dare Yourself” were designed to empower young women through surf, style, and adventure. The programs celebrated confidence, independence, and the spirit of the ocean — aligning with Roxy’s identity as a brand made for active, adventurous girls who thrive in and around the sea.

Both campaigns combined lifestyle activations with community-driven events, connecting directly with Roxy’s audience across Bali and beyond. Activities included surf clinics, outdoor gatherings, and digital content designed to highlight real stories of young women pushing their boundaries. Through these touchpoints, Roxy created a powerful emotional connection with its audience, showing that the brand was more than apparel — it was a movement.

By championing boldness and self-expression, the campaigns positioned Roxy as not only a leader in women’s surf fashion but also as an advocate for female empowerment. They helped inspire a new wave of Roxy Girls who saw the ocean as their playground and the brand as their ally in daring to live freely.

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© 2025 by Adhis Sopa

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