The Boardriders, Inc. brand Roxy is back with a second chapter celebrating female boardriders’ supernatural strength and dedication. After last year’s “Cute” campaign took control of a long-running narrative associated with female surfers, this year’s chapter deepens the message by giving new meaning to another familiar colloquialism. Over the years, the acronym “O.M.G.” has become widely used in the English language to translate emotions: Fear, excitement, empathy, satisfaction and surprise. “Through this campaign, ‘OMG’ becomes a celebration of women, fearless individuals, human beings pushing themselves to otherworldly levels,” the company commented. The campaign video features 7-time surf world champion Stephanie Gilmore, 2-time Olympic gold medalist Chloe Kim, 2-time longboard world champion Kelia Moniz and several other Roxy team athletes. “The video is real, showcasing the true lives of female boardriders, through victory, injury, maternity, and friendship.” Oh my goddess.

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