Roxy Redefine Ocean Racing for a New Audience


The Vendee Globe has always been a male dominated sport. Despite pioneering entries from Isabelle Autissier and Ellen MacArthur, only 7% of entrants have been women. This year’s event features 2 out of 28, both from the UK. Dee Caffari on Aviva and Sam Davies on Roxy. 

Roxy is a differnt kind of sailing sponsor. It’s not a bank or an insurance company. It’s not a big business to business provider of network solutions or strategy consulting. It’s action sportswear company Quiksilver’s girl brand. This means that the videos of hardened men taking on the sea can be given the Roxy touch – to appeal to a different audience – to make it their own and hopefully for the sport attract a new kind of fan. 

[youtube]http://www.youtube.com/watch?v=_KxjifMpNNM[/youtube]

More at http://roxysailing.com/ (Not your average sailing website 🙂 )