Roxy has launched “Welcome to the New Cute”, a campaign that challenges the clichés and stereotypes that female surf riders typically face when the word “cute” is used to define their sporting prowess. Female surfing has always battled ”a one-dimensional story”,  explains the brand, in which a female athlete is always a girl first (cute) and then, an athlete. Using nine films that highlight the many layers of the life of a professional boardrider, combined with print headlines, Roxy aims to redefine the meaning of “cute” and foster empowerment in a self-assured manner, while also encouraging other women to do so. The campaign was launched ahead of the Summer Olympics in Tokyo, where two Roxy athletes, Stephanie Gilmore and Caroline Marks, will be representing Australia and the U.S., respectively.