ROXY demonstrates just how “cute” being a female athlete can be.

ROXY has been the leading brand for incredibly gifted and hardworking female athletes since the early 90s. For me, they were my favorite childhood brand so you could imagine my excitement when they came to us for help. As the Tokyo Olympics were about to introduce surf and skate into the games, our goal was to challenge perceptions of female athletes and the ROXY brand overall. In doing so, we kept hearing how “cute” the brand is and so we showed them what “cute” really means.


Brand: ROXY
Agency: FRED & FARID Los Angeles
Creative Director: Chelsea Steiger
Art Directors: Jocelyn Lam, Laura Beck
Writer: Hilary Smith
Producers: Andy Caramanzana
Account Lead: Nathan Smith

Production: Ways & Means
Editor: Emilie Aubry
Composer: Ali Helnwein
Voiceover: Kelia Moniz

Clio Awards / Bronze / Moving Image Craft - Roxy “The New Cute” Campaign
One Show / Shortlist / Film Craft - Roxy “The New Cute” Campaign
Clio Sport / Bronze - Roxy “The New Cute” Campaign