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Action-sports brand launches its annual Roxy Girl contest

Winners of Roxy's 'Let the Sea Set You Free' will be chosen based on photo, video and essay submissions.

by Kristina WongPublished: March 05, 2012 08:15 AM

Huntington Beach-based women’s surf and apparel brand ROXY recently launched its multinational campaign “Let the Sea Set You Free.” Young women ages 18 to 28 who want to be a “Roxy Girl” can enter the contest through April 8, with an online submission of videos, photos and essays.

The contest is an opportunity for young women to demonstrate how they embrace Roxy’s free-spirited surf culture and become a face for the iconic brand. The public, as well as a panel of Roxy judges, will determine the contest winners.

After the top 75 entrants are announced on May 1, each finalist will create a one-minute video to demonstrate how they embody the Roxy girl spirit. Voting for the finalists will take place from May 19 to June 10 to determine three winners: one each from the Americas, Europe and Asia-Pacific; they will be notified on June 15.

Three girls will win a life-changing adventure, which includes a trip to Biarritz, France, for the Roxy Pro surf competition in July, the opportunity to learn to surf the best waves in the world, a chance to meet the ROXY pro athletes, up to $5,000, and a second surprise adventure trip. The winners will also host ROXY video segments as a face and voice for the brand and experience life the way the Roxy girls do.

“The goal of the Let the Sea Set You Free global campaign was to speak to our core fans, while engaging a new audience of girls and offer them something that no other brand can,” said Danielle Beck, ROXY's VP of Marketing and Creative. “This unprecedented digital contest allows girls to challenge themselves creatively and offer them an opportunity that money can’t buy. We want to encourage girls to dream big and personally have the chance to experience the ultimate Roxy lifestyle. Traveling, surfing, and feeling free are things that every girl should be able to experience.”


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