Adventures
Introduction
WHAT IS
ROXY? When Quiksilver decided to start a women’s line in 1990, it was a gutsy move. The surf market has always been a fickle one. And female surfers, despite their achievements in and out of the water, hadn’t drummed up nearly the notoriety nor the community that guys had long enjoyed. But great ideas always take some guts. And the company saw the untapped women’s surf market as a huge opportunity. Turns out they were right. Like all things Quiksilver, Roxy was born in the water; initially a swimwear line, it debuted in late summer 1990 to immediate success. By the next year, a Roxy sportswear line was introduced, and that too prospered, with sales of over $1 million. 1992 saw continued expansion of the brand with a new denim line and key snowwear pieces. The fact that Roxy was a women’s line offered by an authentic surf brand made it intriguing for both retailers and girls alike. It was the first of its kind on the market, and soon after, the other surf brands followed. By 1993, Roxy was on a serious roll. The everpopular Roxy logo was born, a heart-shaped crest adapted from the recognizable Quiksilver logo. The brand’s popularity was growing, as was its staff. And then one afternoon in Hawaii, as legend has it, the Roxy crew was sitting on a beach watching the surf when they came up with the idea of the women’s board short. Offering fit and flexibility while still managing to be feminine, the women’s boardshort was an innovation that
forever changed the women’s surf market. It was also the perfect example of what the Roxy brand had originally set out to be, in the words of Quiksilver’s 1990 Annual Report: “Fun, Bold, Athletic, Daring and Classy”. The boardshort became a huge trend. Roxy, and women’s surfing along with it, was suddenly the next big thing. 1994 marks another major milestone for Roxy: Lisa Andersen, then the reigning ASP Female World Champion, became the first member of the Roxy team. Lisa went on to win three more world titles, and along with them, crossover mass-market fame. She is considered by many to be the most influential surfer in the history of women’s surfing, and her contributions to the Roxy brand and the team continue to play a key role in Roxy’s success. Under her guidance, the Boardrider’s Team has grown into the most respected and accomplished pro team in women’s surfing. Current team members include: Megan Abubo, Chelsea Georgeson, Veronica Kay, Kassia Meador, Kula Barbieto, ‘tween surfing phenom Carissa Moore, and reigning world champ Sofia Mulanovich.
History of Logo
Roxy’s approach is hands-on and progressive which appeals girls from all walks of life. The Quiksilver brand actively sponsors surfing events on both the east and west coasts of America as well as several championships in Hawaii, Southern California and other popular surfing spots. Roxy also actively involves itself with autograph signings and endorsements by professional surfers in its outlets. Ever since the creation of Roxy logo in 1993 it has received tremendous popularity and has become an icon of extreme sports women. It draws heavy inspiration from the Quiksilver logo.
DESIGN ELEMENTS OF ROXY LOGO
The Roxy logo sets a fine precedent of a customer-friendly logo that fully satisfies the expectations of the consumers and puts the brand into perspective. The emotional and spiritual vibe is what defines Roxy and connects it with the customers. The Roxy logo fetches tremendous success for the company in general and the extreme sports culture in particular.
Shape of the Roxy Logo:
The Roxy logo is a combination of the Quiksilver logo facing each other with the shape of a heart placed inside. The crest with the shape of a heart embossed brings the soft feminine touch to the Roxy logo and truly evokes feelings of affection, compassion, and love while capturing the substance of the brand.
Color of the Roxy Logo:
Roxy is the women’s version of the world famous Quiksilver brand. It was launched in 1990 when Quiksilver marketed its first-ever swimwear for women which was wellreceived. The brand prides itself in delivering an exhilarating lifestyle and the pioneer of extreme sports accessories.
White and light blue are the colors that make up the Roxy logo and can be described as essentially feminine. Traditionally, these colors are identified with peace, tranquility, and gentleness.The Roxy logo is an attractive logo that invokes the curiosity of people and makes them want to find out more about the brand.
Font of the Roxy Logo:
The Roxy logo font is deliberately kept soft and simple to appeal women.
History of the Cooperate company When Quiksilver boardshorts arrived on the market in 1970, they were the first to use two snaps and a Velcro closure to ensure they stayed on in the heaviest conditions; the first to utilize a yoked waist and scallop legs to maximize comfort and ease of movement; the first to use durable, quick-drying cotton. Quiksilver’s fist themed offering, Quiksilver Country 1978, offered retailers and customers a complete package for the first time. The soulful prints and panels of the garments were reflected in the advertising and in-store displays. All told a story about a place of perfect waves, a place where surfers wanted to be. Echo Beach and Warpaint carried the themed approach through the 1980s and into the ‘90s, identifying Quiksilver as a lifestyle, not just a brand. The arrival of Echo Beach in late 1980 caused a sensation. With its geometric designs, bold colors and bad attitude, the new line was the first to capture the mood of the new generation of beachgoers, and it is still being reinvented today.
Quiksilver was the first to introduce stretch fabric boardshorts with ST Comp in the early 1980s. The hi-tech functional trunks reflected the new professionalism of surfing’s nascent pro tour. Athletes wanted to look like athletes.Almost a quarter century ago, Quiksilver saw the birth of video and the coming of home entertainment, and moved quickly to change the way that surfers watched their heroes. Quiksilver’s The Performers was the first surf film to be released as a home video, and within a year the whole surf film industry had shifted from cinema to lounge rooms. Quiksilver continued to lead the way through the ‘90s with groundbreaking work like Kelly Slater in Black and White.
In 1986, Quiksilver’s initial public offering and subsequent listing on the NASDAQ exchange provided funds for growth more than a decade before the other companies had even thought about it. In 1998 Quiksilver’s move up to the New York Stock Exchange underlined its ambitious approach to business in the new century. The first to establish 100% sponsorship athletes, with Tom Carroll’s 1988 “top to toe” contract for $1 million. First to recognize the big-wave revival and establish the Quiksilver in Memory of Eddie Aikau and the Mavericks Men Who Ride Mountains events.
With the establishment of the first Quiksilver Boardriders Club in Waikiki in 1992, Quiksilver led the way into branded concept stores, a new way of retailing that has impacted the entire industry. With 500 stores worldwide in 2006, Quiksilver still leads the way. With the establishment of Quiksilver Foundation in 2000, Quiksilver became the first surf brand to create a genuine multi-media entertainment portal, facilitating the production of board sports related films, TV series, books and magazines. First boardriding company to break through a billion in sales, with revenue of $1.3 billion in 2004.
The first surf company to adapt the style and feel of the beach to technical outerwear for alpine sports, first skiing and then snowboarding. Quiksilver recognized the increasing influence of women in surfing early in the ‘80s, but when Roxy, the first dedicated female surf brand, was created in 1990, the bar was raised to level that the other companies have yet to reach.Quiksilver was the first to recognize that boardriders wanted jeans that jeaners didn’t make, so it hired denim guru Mel Matsui and created the industry’s first genuine denim division.
Having globalized the company through acquisition of its licensees, Quiksilver became the first boardriding company to focus on acquiring major, likeminded brands, such as DC Shoes in 2003 and Rossignol in 2005, with a view to building a family of brands covering the outdoor sector. First boardriding company to fully globalize its management structure with autonomous regional structures. With the establishment of Quiksilver Foundation, Quiksilver became the first to formalize its social responsibility and expand its altruistic work for a range of educational and social causes, such as Asian tsunami relief.
Quiksilver, Inc., incorporated in 1976, is a diversified company that designs, produces and distributes branded apparel, footwear, accessories and related products.
Its products are sold in over 90 countries in a range of distribution channels, including surf shops, skateboard shops, snowboard shops, its concept stores, other specialty stores and select department stores. The Company has three operating segments consisting of the Americas, Europe and Asia/Pacific, each of which sells a range of its products. The Americas segment includes revenues from the United States, Canada and Latin America. The European segment includes revenues primarily from Western Europe. The Asia/Pacific segment includes revenues primarily from Australia, Japan, New Zealand and Indonesia. The Company’s brands are focused on different sports within the outdoor market. The Company’s Quiksilver brand represents the boardriding lifestyle, which includes not only surfing, but also skateboarding and snowboarding. It includes shirts, walkshorts, t-shirts, fleece, pants, jackets, snowboardwear, footwear, hats, backpacks,
wetsuits, watches, eyewear and other accessories. Quiksilver’s market includes men, women, boys, toddlers and infants. The Company’s Roxy brand is for young women and also include girls, with the Teenie Wahine and Roxy Girl brands, and infants. Roxy includes a range of sportswear, swimwear, footwear, backpacks, snowboardwear, snowboards, bedroom furnishings and other accessories. The Company’s DC brand specializes in performance skateboard shoes, snowboard boots, sandals and apparel for both young men and juniors. The Company’s Hawk brand focuses on boys and young men who identify with the skateboarding lifestyle. It addresses the core snowboard market through the Lib Technologies and Gnu brands of snowboards and accessories, and Bent Metal snowboard bindings.
History of For years, Quiksilver and Roxy have been actively engaged in charitable activities, both locally and globally. Quiksilver recognises the concept of corporate social responsibility and benevolence. We want our philanthropic work to have impact beyond what we do as one company and believe that we can do this by coordinating the support of other organizations and individuals. The Quiksilver Foundation was formed to bring all of Quiksilver’s charitable giving under one umbrella. The Foundation commenced its activities as a private foundation in October of 2004.
With offices in Europe, Australia and America, Quiksilver has the capability of reaching people worldwide. Quiksilver has the vision of making a difference to community and environment through the Quiksilver Foundation. The Quiksilver Foundation is a non-profit organization committed to benefiting and enhancing the quality of life for communities of boardriders across the world by supporting environmental, educational, health and youth-related projects. The Quiksilver Foundation has a commitment to improve the quality of all our lives. We desire to benefit: Local Communities, including schools, local charities through support and outreach programs; Major special projects and organizations sharing our focus on children, education, science, oceans and the environment.
Timeline
1990 1980
1970 Quiksilver boardshorts with a swan logo make their first appearance in Australian surf shops. Soon replaced by the first edition of the “Mountain and Wave” logo. 1974 Quiksilver exports its boardshorts to the Lightning Bolt Shop in Hawaii. 1977 Quiksilver exports its boardshorts to Japan. Quiksilver sponsors feature surfing film, Band on the Run. 1978 “Quiksilver Country” print theme introduced. Quiksilver exports boardshorts to France. Quiksilver sponsors its first team riders, Wayne “Rabbit” Bartholomew and Bruce Raymond. Rabbit wins the World Title. 1979 Quiksilver Garments founded in Australia to lead and service Quiksilver licensees worldwide.
Quiksilver introduces “Echo Beach” boardshorts featuring radical print design with polka dots, harlequins, stars and checks. 1983 “Warpaint” theme by Simon Buttonshaw introduced on boardshorts. Robby Naish signs with Quiksilver. 1986 Quiksilver, Inc. goes public in the United States on the NASDAQ Exchange. Quiksilver licenses in New Zealand. 1987 Quiksilver sponsors World Champion snowboarder, Craig Kelly. Jack Johnson signs with Quiksilver. Quiksilver licenses in Brazil. 1988 Quiksilver licenses in South Africa. Quiksilver and Tom Carroll create surfing history when the two-time World Champion signs an exclusive contract for $1 million, the most lucrative deal in the sport. 1989 20-year anniversary for the Quiksilver brand. The Mondo X-treme X-periment is the first surf, skate and snowboarding video produced. Quiksilver creates “Gen X” themed product.
2000
Quiksilver introduces its boys line. Quiksilver introduces a mens product offering, “Que.” Quiksilver, Inc. acquires Quiksilver Europe and moves towards creating one global company.
Quiksilver, Inc. established the Quiksilver trademarks world wide with the acquisition of all of the shares in Quiksilver International.Quiksilver forms alliance with Tony Hawk to create signature apparel line, “Hawk.”First Roxy Surf Camp established.
1993 Roxy introduces the “Heart” logo designed by fusing two Mountain and Wave logos. Quiksilver acquires Raisins Swimwear. 1996 Quiksilver Pro at G-Land again hailed as “The Ultimate Surfing Event.”Kelly Slater wins fourth Pipe Masters and fourth world title. First Roxy store opens in Honolulu, HI 1997 Quiksilver launches Quiksilver.com. Quiksilver advertises in Rolling Stone, GQ, Seventeen and Spin Magazines.Quiksilver “Clicker Bar” logo introduced. 1998 Kelly Slater wins his sixth ASP World Title and Quiksilver goes one, two, three in the world with Kelly, Mick Campbell and Danny Wills.Quiksilver, Inc. lists on the New York Stock Exchange. Bell rings for ZQK. Quiksilver licenses in Mauritius. 1999 Lib Tech builds skate decks and redefines snowboards with “air core.” The “Quiksilver Crossing” global surf exploration project is launched - the greatest surf adventure ever with a strong environmental focus. Quiksilver Boardriders Clubs open in London (Covent Garden) and in Paris (Champs Elysees). QuikJean and RoxyJean debut. The first “Quiksilver Mavericks Men Who Ride Mountains” contest happens - Flea Virostko takes the victory. Roxy launches “Hula Scent.”
2003 Quiksilver Boardriders Club store opens in Time Square, New York. Quiksilver continues involvement in environment, education and science with projects “Quikscience Challenge” and “Adopt-a-Village.” Roxy teams up with MTV to launch Surf Girls TV show. 2004 Quiksilver acquires DC Shoe Company. Quiksilver globalizes tech division for sunglasses, watches, wetsuits and accessories. Quiksilver opens its store in Shanghai, China. Tsunami hits Indian Ocean, NIAS Foundation formed. 2006 Kelly Slater wins his 8th ASP World Championship DC rider Rob Dyrdek stars in TV reality series Rob & Big 2009 The Quiksilver Tony Hawk Show goes off at the Grand Palais in Paris, France Greg Long wins The Eddie Rob Dyrdek launches second TV reality series Fantasy Factory. 2011 DC signs skateboarder Chris Cole. Quiksilver launches juniors’ collection. Quiksilver signs four-time ASP Women’s World Champion Stephanie Gilmore.
Summer
Event
Suft for AlL: A success the 2nd edition of SURF FOR ALL an adapted surfing event which aims to provide the pleasure of sliding into the waves to people with motor, cognitive or sensory disability. During June 29 and 30,Praia do Castelo was the scenary of this major initiative of adapted surfingin Europe, with more than 70 participants, involving more than one hundred volunteers and hundreds of spectators on the beach. Attended by people with very different types of disability (cerebral palsy, polio, spinal injuries, quadriplegia, paraplegia, down syndrome, asperger syndrome, cerebellar apaxia andtotal or partial blindness), from the Salvador Association, FPDD - Portuguese Federation of Sports for Disabled People, APCCDM -Portuguese Association of Parents and Friends of Mentally Challenged Citizensfrom Almada, AFID Foundation - National Association of
Families for the Integration of the Disabled and ACAPO –Portuguese Association of the Blind and Partially Sighted. “The result could not be more positive: the quota of expected attendancy was exceeded. The motivation and participation of monitors and volunteers was incredible and the smile of the “surfers” was contagious for all who were on the beach”concludes Tiago Rodrigues from SURF DUCK DIVE SCHOOL.
Suft for AlL ALL FOR SUFT
“We intend to evolve from an isolated event to a movement, that is, create a dynamic of practice for the disabled, along the Portuguese coast. On the short term we are already working to be part of the events of the MEO PRO SURF League (national championship tour) that passes through the main beaches of the country “ reveals Luis Nunes from YA! - Youth Culture Agency. “Being present at this event is always rewarding. As a volunteer I feel I can contribute to provide an unforgettable day to these people and as a Physiotherapist I see that the barrier that prevents them from surfing can only be psychological, because this event clearly demonstrates that SURF is FOR ALL!”Pedro Seixas–Specialist supervisorfrom SURFISIO.“We weren’t the only ones that sharedour feelings with you, you also shared your emotions, we noticed it... thank you and the only thing I can say is that you were responsible for the start of my addiction to surfing. “Marisa Lino participant.“It’s beautiful to be out in the water with people who do not have the same capabilities and to see them happier than I am when I’m surfing the waves” Francisco Alves - Volunteer - professional surfer. “It was a great initiative and it’s good to see that surfing in Portugal already gets to everyone! I hope they keep on doing this so that more people are able to participate “Tomas Valente - Volunteer professional freesurfer. SURF FOR ALL is a joint organization of DUCK DIVE Surfschool, Salvador Association and YA!Youth Culture Agency that relies on the invaluable sponsorship and support from the Quiksilver / Roxy Initiative and BPI bank.
FROM SEA TO SHINING SEA Roxy’s Lisa Andersen Champ Camp has all water temperatures covered after last week’s camp in the scenic and chilled surf off the coast of Tofino, Canada. From California to Costa Rica and now Canada, the camp has brought together young leading surfers hand-picked by Lisa Andersen for a chance to learn and be inspired by the best. This two-day experience hosted in the stunning surf town of Tofino and the rainforest nestled cabins of Long Beach Lodge Resort gave 8 of the region’s top surfers an opportunity to train with 4x World Champion Lisa Andersen, preparing them for reaching their goals of becoming professional surfers. The girls kicked off their Canadian surfing adventure with a session and coaching at Cox Bay. The waves were exceptionally large, which upped everyone’s duck-dive count, but once out back, the mess gave way to some proper waves, giving the campers a chance to push each other—and catch a glimpse of Lisa’s and
Rosy’s surfing. Technical video analysis and insight from Lisa followed, as did another arm burning surf session. The day of surfing in icy waters was rewarded with one of the biggest perks of surfing in a hood and gloves—the camaraderie of water ninjas jumping into hot tubs to defrost! The next day, the Champ Camp was welcomed with friendly, rippable waves at Chesterman’s Beach, where the campers worked on applying technical feedback from the day before, and improving on what Lisa and Rosy broke down for them. At the end of the day, the girls walked away stoked on so many waves, surfing knowledge, hot tub sessions, and new friends over such a short time. We hope our camper’s love affair with surfing is only just getting warmed up, even if it’s in the coldest of water! Luckily our Roxy wetsuits are fit for warmth.
ROXY JAPAN RUNS FOR A CURE AWAKEN THE SPIRIT ART SHOW & AUCTION As team ROXY we entered to run at this event Run For the Cure Walk for Life. We used our website, facebook, and twitter to inform others to join this event. Run for the Cure Foundation速 is a Nonprofit Organization (NPO) that funds breast cancer education and awareness programs throughout Japan, donates mammography equipment to rural screening centers, trains technicians, and funds screenings for medically underserved women. The Foundation is aided by the support of a wide variety of companies, organizations and individuals that are willing to donate their time, money, goods and energy. Their mission is to eradicate breast cancer in Japan as a lifethreatening disease through education, timely screening, and treatment. through their activities such as: -Fund educational initiatives -Donate mammography equipment and fund clinical examination
Art, photos and sculptures will be displayed in the Atrium, a space that truly lends itself to an exhibition of this kind. An open invitation has been extended to the local community to come and enjoy an evening that will suit the whole family. There will be a sausage sizzle, wood fire pizza, a bar full of cold beer and local wine all at family friendly prices. Join current and five time world surfing champion Steph Gilmore and former world champions Tom Carroll, Martin Potter and Mark Richards who will be mingling with the artists and the guests. The kids can borrow a skate board and try their hand at tarp surfing whilst adults can have a drink and bid for their favourite piece of art.
Winter
Event
WINTER X GAMES Board bags are zipped up, skis packed away, and red tail lights line the road leading out of Aspen as another Winter X Games comes to a close and the world’s best freeskiers and snowboarders disperse to their next mountain adventures. While they may all go their separate ways this week, whether to the next contest, photoshoot, or distant backcountry terrain, they all leave with a renewed sense of love for the snow community they are so lucky to be a part of. This is one of many valuable reminders that the passing of freesking legend Sarah Burke has inspired. X Games practice began mere days after the snow community was faced with the loss of one of its brightest stars. This devastating news left a gaping hole in the hearts of all in attendance. But as the practice days turned into competition days, signs of Sarah began to pop up. At first it was the purple ribbons with “Sarah” hand written on them. Then red “Sarah” stickers and blue “Celebrate Sarah” stickers appeared on helmets, boards, skis and goggle lenses. Next came the white armbands embroidered with her name and a snowflake (a nod to one of her many nicknames). By the evening of the beautiful tribute that ESPN organized in honor of Sarah, reminders of Sarah were everywhere, and it was clear that she was with us and would never be forgotten. The athletes did not let their grief hold them back, but filled with love for Sarah, they rode strong and surely made her proud. By the weekend finals, white Sarah armbands emblazoned almost every shoulder– from Sarah’s fellow skiers to boardercross racers, and even Shaun White himself– it seems that everyone found strength in Sarah. In fitting tribute, her close friends and fellow Canadian Olympic freeski teammates won gold in both women’s freeski events with performances that are sure to help further Sarah’s efforts towards getting recognition for women in freeskiing (see Kaya Turski’s mind blowing slopestyle run and Roz Groenewoud’s 14 foot superpipe airs). Fellow Roxy teammate Kjersti Buaas wore a Sarah sticker and armband as she rode her way to a bronze medal in women’s
snowboard slopestyle. And snowboarders Kelly Clark, Marc McMorris, Jamie Anderson, and Shaun White all wore the arm band to gold medal victory. By the end of X Games 16, the armbands, stickers, and ribbons came to symbolize more than just the memory of Sarah, they are a symbol of the bond tying the snow community together. In wearing them we recognize that we are a family until the end. Sarah symbolizes all that draws us to the mountains and to each other: a shared love of snow and the endless possibilities it presents, the exhilaration of learning something new and pushing ourselves, and the ultimate joy of playing in the mountains with those you love.
Adventure
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