Roxy signs a snowboard capsule with two-time gold medalist Chloe Kim
Last summer, Roxy signed a technical and floral collection with its ambassador Stephanie Gilmore. The seven-time world surfing champion benefited from a dedicated collection, as she has been part of the women's board brand's surf team since 2013 and was even the face of the label's collaboration with Courrèges in 2016.
This winter, Roxy has decided to put forward another "rider", who has recently joined its team of champions. On November 9, the board brand is launching its line made in collaboration with Chloe Kim, American snowboarder and two-time Olympic gold medalist, who also won eight medals at the X Games.
"Chloe is truly the women's snowboarding icon worldwide," explains Emilie Souvras, Roxy's worldwide general manager, based in the group's European headquarters in Saint-Jean-de-Luz in France. "For us, a very large part of the marketing budget is dedicated to sport marketing. Our athletes are at the heart of the story and are very important in the way we create our content and offer it to the community. The athletes are not necessarily champions, but it's about their lifestyle. They are boardsport personalities and they represent the boarding lifestyle. This is the strong axis of our marketing strategy with investments in content creation and digital presence".
The collection consists of seven pieces, including two snow jackets, one zipped and the other overhead priced at 399.99 euros and 369.99 euros respectively. They each come in two solid pastel colors pink or blue, or a marble effect print mixing pink, gray and purplish blue. The collection also includes matching pants priced at 249.99 euros or overalls at 289.99 euros. Other items complete the snowboard outfits, such as a half-zip fleece for 79.99 euros as well as technical mittens for 75.99 euros and a beanie for 39.99 euros.
The pieces from the collection have integrated technologie such as Dryflight and its waterproofing, mixed with Primaloft insulation. The line also features a skin care component, Roxy's HydroSmart solution, which is a natural formula integrated into collars, neck warmers and gloves, in order to moisturize and protect the skin from prolonged exposure to cold.
Roxy, a brand specializing in women's boardsports, is working to bring a technical added value to its collections, whether in the summer with its wetsuits and swimsuits, or in the winter. "We are pushing the snow collections, with this collection signed by Chloe Kim, but also by emphasizing our Warmlink technology, which is an integrated heating panel. This is expected of our consumers for the mountains and we will be highlighting it in our communication in the coming weeks, "explains Souvras, who notes that the brand's sales are fairly balanced between winter and summer.
As well as an international presence, the brand has a very specific positioning on the boardsports market, with a focus on surfing and snowboarding, but also on sports such as yoga and fitness. The Roxy management team reveals a mixed identity, with Australian world marketing director Danielle McKenzie, American creative and design director Stephanie Micci and French product director Sophie Gillet. A global vision of the three major regions linked to the boardsports market, which aims to bring as much relevance as possible to the label's strategies.
An approach that, according to its general manager, even if its turnover has not been revealed, has been successful in 2022, with growth in all regions compared to the previous year. Its digital development projects also offer encouraging prospects, with the deployment of its mobile application that should enable it to better transform its contacts into customers, and the ever-increasing development of surfing, especially for women.
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