Roxy’s Nonpology for the Surfer-Butt-Bingo promo

Roxy has released what sounds like their final statement about their porn video surfing promotion, which I originally blogged about here.

… How disappointing.


It’s basically just a crappy nonpology where they wank on about how awesome they are, and those mean nasty people just don’t understand how awesome they are, because they’re really awesome, didn’t you know??

Roxy, the problem is that we do think you are awesome. Many people are already aware of the history of Roxy and its attitude to female empowerment in sports. There was a reason you were one of my favourite brands, you know, I didn’t just pick you out of a hat. Don’t you know what you mean to young female surfers? Don’t you care?

That’s why people were so upset by your advertising campaign in the first place – they expected better of you. And now you come out with this:

“We are disappointed by recent mischaracterizations of the Roxy brand…”

You could have just come right out and admitted that you made an honest mistake. You severely underestimated your audience, you screwed up, and it won’t happen again.

But you didn’t do that, did you, Roxy?

Instead of taking responsibility, you try to blame the very people who pointed out your mistake in the first place, thus clinching the fact that you see your customers as complete idiots. We didn’t mischaracterize your brand; you were doing a perfectly adequate job of that all by yourselves when you created your porn video woops, I mean, promotion. This whole saga was of your own making and it was easily avoidable. Stop trying to pretend that it’s someone else’s fault. There’s nothing uglier than not being able to admit to and learn from a mistake. Don’t just dig in your heels and bluster on about how spectacular you are. You have to walk the walk, not just talk the talk. You have to stand for something. It’s the one thing you can do to differentiate yourself as a brand in a sex-saturated marketing world.

Until Roxy realises this, I don’t feel much like giving my consumer dollars to an organisation so lacking in the ability for self-reflection. The problem is that their products are, well, really damn nice. Can anyone recommend some other surf brands that respect women as human beings? I’d love to give them some of my hard-earned moolah.

Summer’s coming, and I need to buy a new bikini. Preferably one that’s not so skimpy and flimsy that it comes right off as soon as I get on a wave.


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