The Inertia Senior Editor
I think what Roxy has done with this shameless soft-porn butt-fest might be a smart thing, business-wise. Since ONLY ripping doesn’t seem to be doing the trick, Roxy may have struck on the idea (as well as a nerve) that selling sexy may lead to selling more.

Alana Blanchard, perhaps the most well-known offender of being attractive. Photos: (L) ASP/Kirstin Scholtz (R) ASP/Steven Robertson


The Inertia

There has been quite the uproar over Roxy’s Biarritz video. Everyone’s screaming about the beautiful, nameless bum that doesn’t surf enough. Everyone’s yelling through their keyboards, saying, “This is not the way to get people to watch women’s surfing!” and, “Roxy is doing women a great disservice!”

I disagree.

This IS the way to get people to watch women’s surfing. One way, at least. Before you start screaming obscenities at me, covering your screen in spittle and bursting veins in your forehead, let me explain:

I think what Roxy has done with this shameless soft-porn butt-fest is a smart move, business-wise. In Matt Warshaw’s 2008 New York Times article, he estimates that out of the (about) 5 million people who surf, only ten to 15 percent of them are women. That’s only 750,000, according to my near-genius level math skills. If Roxy wants more people to watch women’s surfing and bring in more money, they should be pandering to the money tree. And, in surfing’s case, as much as some people seem to hate it, more men surf than women. Consequently, that’s where the money’s at. This explains a lot of things.

“But Alex,” you say, “Men don’t buy Roxy stuff.” And you’re right, I respond. But men do watch things with beautiful women. And men do buy things for women. And you know what? A lot of the time, when I buy something, it’s because I’ve seen someone (usually a man, because I don’t wear women’s clothes all that often) wearing it and looking good in it. Sue me. So it stands to reason that a woman who sees another woman wearing something and looking good in it will want to buy it and look good in it too.

Beyond that, I don’t think there’s anything wrong with celebrating the human body, sexuality, and all the trappings of a sport whose participants are essentially naked, tan, and happy the overwhelming majority of the time they’re surfing or at the beach (aside from in cold-water destinations). It’s one of surfing’s most alluring features. Always will be. In many ways, to ignore or deny that seems dishonest.

Some believe that selling that sexy image is cheap and lazy. Maybe it is. It requires very little imagination, but it’s difficult to question its efficacy. And there is a lot of honesty involved in sex. We shouldn’t necessarily be made to feel guilty for our most primal impulses – nor, necessarily, should marketers for identifying and leveraging material and concepts that effectively engage consumers. That’s their job. And the lowest hanging fruit, when it comes to attention-grabbing? Sex.

Yeah, it’s pretty much why we’re on this planet. It’s definitely how we’re on this planet. Thank you mom and dad.

That’s not to say women’s surfing isn’t laden with problems that must be addressed: Not enough people watch women’s surfing. They don’t get paid enough, the prize purses are minuscule, and they have to resort to raising their own travel money – a ridiculous thing, considering the level that women’s surfing is at right now. You know what would change that? More people watching it. Enter Roxy Pro Biarritz commercial.

Granted, Roxy’s video would have been a million times more powerful if, instead of ending with the girl paddling out, it had ended in a massive carving power turn or big throaty barrel, but it didn’t. I’m not sure why. And the trailer seems to reinforce a narrative where the sport’s most elite athletes are admired for their physical appearance more than anything else. I understand how that’s problematic and can be viewed a serious slight and disservice to female professional surfers. It’s hard to imagine a promotional trailer for a comparable event in any other sport; but at the same time, there is no sport quite like surfing. And I’ll bet that more people (…especially given the global buzz around this trailer) tune in this year than last year. Hurray! More people watching women’s surfing! And hopefully they’ll see that, yes, women are ripping harder than ever before. But since ONLY ripping doesn’t seem to be doing the trick, Roxy may have struck on the not-so-novel idea that selling sexy may lead to selling more.

It seems to me that celebrating chemical attractions and gorgeous people has turned into a bad thing in surfing, which is ridiculous. Beauty is not bad. Beauty is great. There are not many things better than a beautiful woman. Maybe strawberry rhubarb pie, but it’s pretty close. Women walk past us men, smelling so sweet, their heels clicking on the pavement, their hair so shiny and perfect. It’s amazing. It’s human nature to like it. It’s good. Procreation of the species and all that. So if a woman who happens to be beautiful also happens to rip, it’s an even better thing. Everyone seems to forget that the companies that make the things we wear, the things we ride, and the things we watch are just that: companies. They need to make money. And sex sells. It also motivates nearly every thing we do. I suspect, this year, it will motivate you to watch a professional women’s surf contest in Biarritz.



  • Nathania Johnson

    “Men do watch things with beautiful women.” Then why even have a surfing event?

    Why not just put a camera on Alana Blanchard for two hours with ads popping up every 30 seconds. Good grief, why even go through the trouble of surfing? She should just stay in bed. Wouldn’t that be more entertaining and draw more men and bring in more money?

    “it stands to reason that a woman who sees another woman wearing something and looking good in it will want to buy it and look good in it too.” LOL – nope. If this was even close to reality, then more women could make more money from surfing based on the idea that women make money off of their looks. But this article and many others have already established that “average looking” women can’t make money? Why? Because they *don’t* look “good” in these clothes – at least “good” by societal standards.

    “Roxy’s video would have been a million times more powerful if, instead of ending with the girl paddling out, it had ended in a massive carving power turn or big throaty barrel, but it didn’t. I’m not sure why.” Then why are you defending them?

    “the trailer seems to reinforce a narrative where the sport’s most elite athletes are admired for their physical appearance more than anything else.” Then why are you defending them?

    “I understand how that’s problematic and can be viewed a serious slight and disservice to female professional surfers. It’s hard to imagine a promotional trailer for a comparable event in any other sport…” Seriously, then why are you defending them?

    “if a woman who happens to be beautiful also happens to rip, it’s an even better thing.” – what about all the average looking women who rip way better than the sponsored ladies?

    • mrempty

      Only beautiful women get sponsored? REALLY? Look at the women’s tour again… Furthermore Men’s surfing does the SAME THING. Slater was a teen heartthrob, for christ’s sake. Keep your PC bullshit where it belongs, on land, and let us be happy and sexy in the water, both men AND women,

      • Lynne

        Like you said, have a look at the women’s tour. How many are actually sponsored??? Not that many! Whereas look at the guys – Occy is an amazing surfer but you’d never say he good looking but Billabong has stood by him throughout. The girls, on the other hand, have to be No 1 to remain sponsored if they don’t have the rest of the “goods” to go with it.

    • TheInertia

      Nathania, thanks for your response. I knew when I wrote this that some may take offense to it, but I like the discussions that come from things like this. That said, I can see where you’re coming from. To your points:

      “Men do watch things with beautiful women.” Then why even have a surfing event? – Just because men watch things with beautiful women doesn’t mean they don’t care about the things the beautiful women are doing. I like surfing. I like beautiful women. Two things I like together is good. I don’t eat strawberry rhubarb and ice cream separately because I like them both, I eat them together because I like them both.

      But this article and many others have already established that “average looking” women can’t make money? Why? – I sincerely hope that you didn’t take away from this article that I think that average looking women can’t make money. That’s not what I meant at all. I just meant that being beautiful shouldn’t be thought of as bad. Average looking women are just as capable as beautiful women.

      “Defending them” isn’t exactly what I’m doing. As the title reads, I’m merely playing devil’s advocate, and in doing so, stating my own opinion.

      “if a woman who happens to be beautiful also happens to rip, it’s an even better thing.” – what about all the average looking women who rip way better than the sponsored ladies? – What ABOUT all the average looking women? There are plenty of average looking women that are sponsored. The reality is that looking good plays to marketing. I’d argue that there are just as many great looking men on the world tour as there are women. Julian Wilson. Kelly Slater. Parko. They’re all great looking men, and they all rip. There’s not trailers for events and videos featuring men’s butts because women don’t respond to it the same way as men do. They’re not pervs, like most men. As much as people don’t like it, it’s reality. There’s something called the Coolidge effect that states that evolution has trained men to look around at other women in an effort to spread their genes. Women are more inclined to look for a familiar man that will take care of the babies.

      Again, thanks for your response. Good to hear your opinions on the matter.
      -Alex

      • Nathania Johnson

        “Women are more inclined to look for a familiar man that will take care of the babies.”

        Seriously?

        • TheInertia

          Yes. Seriously. Don’t shoot the messenger. http://www.telegraph.co.uk/science/science-news/10144486/Blame-evolution-when-men-look-at-other-women-say-scientists.html

          And again, marketing to straight guys makes sense to marketers, because there are more straight male surfers than gay ones.

          • Nathania Johnson

            The article states “Men tended to rate the female faces they had seen before as less attractive compared to the new ones.”

            and

            “Men tended to find those who they deemed better for a short term relationship as less attractive the second time they saw the face.”

            Then why are we seeing Alana over and over and over again?

            Also, do most men not seek to evolve above being pervs, as you called them?

            As for the marketing point….if you want to get more women to watch women’s surfing, then why aren’t marketers marketing to them?

            I have been a marketer for 6 years and I know that women control most of the money making decisions in a household. Sex doesn’t generally sell to them.

          • TomHouse

            Surfing is marketed towards the 18-25 year old crowd. Not generally the age at which a woman is making the financial decisions for a household.

          • louisa

            At 18-25 women are making the financial decisions for their own households! Or are you suggesting that we generally live in someone else’s household til we’re 25?

          • mrempty

            Louisa, you are obviously a bit over sensitive on this subject. Lighten up… 18-22 (at least) college aged men AND women in todays world aren’t making financial decisions for a household, they only buy things they think are cool. I bet most 18 year old girls, rather than being offended by this, would emulate it.

          • louisa

            Therein lies the issue mrempty. You illustrate perfectly why this is damaging. The ideal that is ’emulated’ has nothing to do with surfing and everything to do with being a sexualised object.

          • mrempty

            Or maybe the girls just want to look hot. It is quite obvious that you feel like an object when men look at you, but most women I know in the surf scene do not. Most women I have met in my 25 years involved in the surf scene like to have fun, look cool, and be sexy as well. Kind of like the girl in the ad seems to be doing.

          • louisa

            If your female surfing buddies saw some of your comments here they most likely wouldn’t be your buddies anymore 🙂

            No I don’t often feel objectified, my experience in the water and in the communities I have surfed in has almost always been excellent.

            That’s why it feels like the objectification is unnecessary and out of step with the reality of being a woman who surfs.

            There’s a disconnect between the reality and what is being reflected in the media that surrounds it.

            The ‘guess who’ was a cute idea, but I reckon they could have executed it differently. It’s cool that we’re all talking about it though, so wordup to Roxy for that.

          • mrempty

            My female surf buddies have a sense of humor, they’d laugh that a bunch of prudes allowed themselves to be so obviously trolled for so long. Good luck surfing, a sweet south swell is hitting SoCal… I bet you’ll be sup ing in a bay somewhere because 6 ft is too big for you.

          • louisa

            Hahahaha it’s so funny that you’d cop to being such a remarkably ineffective troll.

            Thanks again mrempty, its been fun.

          • mrempty

            My pleasure got to keep the kooks happy. Have fun going straight.

          • Nathania Johnson

            False. Many parents are still giving their kids money, letting them live at home, funding their surf trips, etc at the ages of 18-25.

  • mrempty

    To criticize this ad is to not understand marketing. Sex sells, in EVERY industry (ESPN Body issue just dropped, for example) Mens surfing is sold the same way, Slater was a teen heartthrob for christ’s sake. Next we’ll have support groups for groms indian sunburns and noogies, and affirmative action wave counts. EW.

    • louisa

      Just because sex sells, doesn’t mean we need to turn our sportswomen into soft-core porn stars. Let porn be porn and surfing be surfing.

    • Spedjones

      The idea that sex sells is simply false. See TWS as Exhibit A. Selling sex is what marketers do when they’ve got nothing left to work with.

    • Lynne

      Seriously? Have you ever seen a promo for the men’s tour that looks anything like this? The answer is no – Slater maybe a teen (and now older) heartthrob but he is always shown surfing, not laying naked in bed and in the shower!

      • mrempty

        There are TONS of ads of slater not surfing, always has been. He had teen beat calendars with no pics of him surfing… Do you even surf? Or did you in the 90s? Any surfer should remember that.

  • Amanda Rae

    I don’t think the issue is that it’s a bad ad…I really don’t. If it was a Roxy advertisement pushing the launch of say, their summer clothing line, I’d be all for it. I can only speak for myself but the thing that I don’t really like about it is that this is a teaser for a surfing competition yet it doesn’t actually include any surfing – or even a shot of the break or anything. The argument that men dominate surfing and therefore even women’s surf brands should adhere to the male-mindset is, well,a little depressing. I surf, I buy Roxy. Most of my female friends don’t surf – and they buy Roxy too. Hell, my mom who hasn’t been in the ocean since maybe 2001 buys Roxy. I don’t really know of many women who rely on men to supply their wardrobes (even if you guys are paying for it, we’re still picking it out 😉 lol) Respectfully have to agree to disagree on this one….

    • mrempty

      Best comment on the ad yet, good point. They should totally have had a sick wrap around at the end or something.

  • sthrendyle

    In all of the online crossfire about this ad, there’s one demographic whose voices seem to be missing… the girls who actually buy Roxy in the first place. The problem with the appreciation of physical ‘beauty’ as it pertains to humans is that it taps into a very primal ‘brain wiring’ — and, we’re told (especially as ‘liberated’ men) to kind of look the other way… and that, conversely, almost seems to make it worse. Beauty is actually something that was not thrown around equally at the dawn of creation, or whatever, and if you look closely, you’ll see that this is true for animals (like dogs), birds, etc — no two are alike! Personally, I think Roxy transformed women’s surfing in the way that Lululemon transformed yoga.

  • louisa

    “But since ONLY ripping doesn’t seem to be doing the trick, Roxy may have
    struck on the not-so-novel idea that selling sexy may lead to selling
    more.”

    ONLY ripping isn’t ‘not doing the trick’, the sex to surfing ratio is what is not doing the trick. The ripping hardly ever gets the same level of attention that the sex does!

  • geri

    Pornography hurts people, the sex trade is slavery. Get it out of surfing and the world.http://gerilewis.wordpress.com/2011/09/27/pornography-and-the-harm-it-causes/

  • Theoldmtneer

    OMFG, your all forgetting that without Roxy there may not be a women’s pro tour. Just shut up and get over it.

    • Lynne

      Just so you have the facts – there are 8 stops on the Women’s World Tour – only two of these are sponsored by Roxy. As for the Qualifying Tour, they do not sponsor one event. The rest are supported by other surf brands along with other a growing number of generic companies, such as The Drug Aware Pro in Margaret River, the TSB Bank Surf Festival in NZ and the Colgate Plax Pro in Brazil, to name just a few. When companies make marketing mistakes they need to be strong enough to step up and say, yep, we got this one wrong, and just going on the number of forums, articles and the like that have sprung up from this ad, you’ve got to think they got it wrong.

  • Jean Neymar

    Poor Simone de Beauvoir…

    And once again, you’re not adressing most of the critics I heard and wrote myself against this add, and the image of women in advertizing.

    A lot of people, including myself, don’t have nothing against sex, women, image of naked women or anything else…as long as it is not for a selling purpose.

    A woman is walking on the beach in a very tiny bikini, she’s good looking, she’s healthy, tanned, she’s great, I appreciate watching her.
    The same girl is doing the same walk with a huge advertizing banner, and I find it disgusting, because, yeah, I know, “sex sells”, and that’s what I find disgusting. I love sex, and don’t find it good to see marketing using what I love!
    It’s not art, it’s not culture, it’s simply marketing.

    A woman is not summarized by her sex appeal, even though a lot of guys thinks she is.
    A woman is not only the sexual partner of men. Men/women relationship shouldn’t be summarized as sexual relationship.

    Yes, “sex sells”, so as long as it sells, it’s good? Selling is the ultimate goal? For the suits, of course, but for us? For our kids? Making sex the best marketing tool is a good thing? If violence sells, how far would you go? Racism will sell for a large audience, why can’t we use racism in advertizing?

  • louisa

    Exposure to porn does not a good lover make.

    In fact, it takes all the joy, soul and imagination out of sex (at best, and at worst it degrades women completely) and your using my classification of this as porn as some kind of indication of me being frigid, is small minded and unnecessarily insulting.

    If this ISN’T soft porn to you, I’d hate to see what is.

    • mrempty

      Wow. I don’t even know where to begin. I am glad you have locked down exactly what one of the oldest art forms known to man does to “all women” I know some women in the pornography world, and many who enjoy watching it, who may disagree with your sentiments. Do you think Betty Page would agree with you? Its sad your closed minded anti-sexuality would make you so judgmental about something no one is forcing you to watch. Degrading toward women? If they let themselves be degraded by it. Why only women though? Men perform in porn, are you saying the male actors aren’t equal to the women?

      • louisa

        I take no issue with pornography when it isn’t out of place, but it is out of place here.

        There’s nothing anti-sexual about any of my comments, porn isn’t sex, sex is sex, and porn is porn. Maybe you’ve got them confused.

        • mrempty

          Maybe you have them confused, as I see neither sex nor porn in that ad. Sucks that you’re so incredibly prudish that you do.

  • louisa

    There is no objectification here. We’re looking at his face.

    • mrempty

      You’re a hypocrite. I could say the same about the Biarritz ad. She’s only showering, not objectification at all.

      • louisa

        Your statement is illogical. You can’t say the same about the Biarritz ad because a) she’s contextually removed from the surfing world and b) she’s so objectified that we do not see her face.

        • mrempty

          Oh Jesus. So only faces are beautiful now? I’m not wasting any more time with this. Go protest because you don’t get laid I’m going surfing.

          • louisa

            We’re not debating beauty, we’re debating objectification.

          • mrempty

            No YOU are debating being a prude. I am laughing at how lame you are

  • Lynne

    mrempty – you are sooooo missing the point. There is no argument that we do not objectify men as well as women – the problem with this ad is that it is a promotion for a women’s surf event – not a generic promotion of the Roxy brand. It is the ONLY promotion leading up to one of only 8 World Tour events. Can you imagine the US Open of tennis, or golf, for example, running a promo that does not show one iota of actual tennis??? Come on – actually look at this for what it is…

    • mrempty

      They don’t golf or play tennis at the beach or in bikinis. Surfing is not golf, or Tennis, and frankly if you want it to be please quit surfing and go play golf

  • Spedjones

    LOL. Show me. What exactly did this promo sell, anyway? “Sex sells” is marketing 101. I think it’s discussed in the “cliche” chapter of your textbook. In all seriousness, google “does sex really sell” and then come back and let’s chat.

  • Emily Hardt

    Didn’t offend me, personally. Found it sensual, like it was myself waking up on vacation with a calm mind-state. More annoying was the phone plug, sleeping alone with those undies (’cause I wouldn’t), and that she dropped her shirt right after putting it on. Haha. Point of this ad IMO was to get people talking, as seen here.

    Hi Alex!

  • mrempty

    Men who don’t fit an image or mold have those problems as well. I’m glad you learn all this stuff about surfing by reading about it, but have you ever actually been a part of a surf scene with sponsorship and winners and losers? Do you surf? What kind of board do you ride?

    • ganatronic

      You’re a bully, mrempty. And your attacks are grounded in bullshit.

      Why do you keep asking people what kind of board they ride? Is this your sad attempt at “exposing” them as posers? Perhaps you need to face the fact that some people have different opinions, and that doesn’t necessary make them wrong or stupid or stuck in a PC trap.

      • louisa

        He does it when he’s losing the argument 🙂

        • mrempty

          Hahaha you still think I was trying to win… Now you suck at surfing AND using the internet

      • mrempty

        Yeah I’m a bully, I think if you can’t handle being bullied on a chat board maybe you shouldn’t use the internet. I’m making a point that any surfer who has been a part of the scene for years would remember the objectification of slater in the 90s, they’d know the guys have to fit am image as well as girls, and would have a general understanding of surf marketing. But this bunch of posers and post blue crush trend riders haven’t been involved with surfing long enough to know they are just seeing surf marketing, the same for girls OR guys, they sell surfers as sexy. Big wave surfing is the only exception. Anyone who says Slater wasn’t objectified in the 90s simply wasn’t paying attention to surfing then. To argue about that is retarded, everyone saw it, including slater himself.

        • gannysesh

          Well, yeah I agree that the image of Slater was sold to us right alongside his surfing skills. I guess I missed it where people were arguing against that idea (I didn’t read every one of these comments). The primary market for surf apparel is inland, and most inlanders aren’t going to be as amazed by a tailslide as we are. So the marketers instead push the “fit, tan, salty, relaxed” image, so that folks buying the products will feel like they’re one step closer to living that lifestyle.

          But, as others have pointed out, this Roxy add is for a contest and 1) it looks like some slick Stabmag-esque Beverly Hills glamour bullshit, 2) it’s kind of dumb to use this as a promo for a contest because it doesn’t show any surfing or anything.

          You might not be into following the women’s tour. But I am! And I’ve also been getting my non-surfing girlfriend into watching contests (men and women’s). She appreciates fit, healthy, skilled people doing smooth turns and getting barrels and stuff. But this stupid ad just illustrates how regressive and meatheaded the surfing industry is, and how closely related the merit of the female surfers’ skills are to their looks. The audience for contests is already small enough. If they want to sell clothes, put this ad in a clothing ad (so those of us who watch contests and don’t really buy the “image of surfing” being pushed by the industry can safely ignore it). If they want to sell contests, don’t use this ad.

          • mrempty

            Well said, and the first valid points made by a real surfer yet on this thread (including my own, which have been mostly tongue in cheek). I can see your points, and as I replied to another commenter against the ad who made sense, I think if they ended the ad with a sick wrap-around carve, or a barrel, or some other surfing then probably this is ok with everyone (except the moron who was calling it soft porn, she may be beyond help). I work in advertising and the “cliffhanger” style where they never actually show what they are marketing is pretty prevalent in the agencies right now, perhaps that could be what they were going for, but certainly adding surfing would make the ad better. Also, yeah, I got lambasted earlier in the thread for daring to claim the men were objectified too. Objectifying and exploitation aren’t always about sex, they can be about image… Ask Christian Fletcher, or Wardo.

          • Nathania Johnson

            I’m a sponger, so go ahead a make fun of me for that, since that’s what the “surf community” does.

            I love sports. All kinds. Football, tennis, surfing, bodyboarding, kayaking, etc.

            I hate it when female tennis players are paid more for their looks than winning championships on tour. Surfing is even worse b/c there’s less money for it. And the sport suffers for it, too. The sport is not being pushed forward when women are spending more time in the bedroom for commercial shoots than out in the water.

  • Spedjones

    So, who has bothered to see if this comp is even running now? That’s what I thought…

  • Good stuff, Harlex. I agree with you that there’s nothing wrong with celebrating beautiful women and their beautiful bodies, especially in surfing, where trim, tan, and nearly naked constitute a major part of the equation. I also get that a risqué/controversial advert that generates dialogue may result in more traffic, which would be great for women’s surfing–right now. But women’s surfing doesn’t need a quick fix. It needs to keep building on the respect that these athletes have already earned. It needs to inspire future generations. If you look at Carissa’s recent short, The Way Up, or Lakey’s Zero to 100, they depict lovely, strong women who have worked incredibly hard to get to where they are. Which happens to be the highest level of their chosen profession. And those films inspire countless young girls to get in the water, which has a ripple effect. It’s a healthier way to help the sport, in the long-term. I also agree that finding a way to make women’s surfing appealing to men is a good idea, but I think the Top 17 are already doing that, and they are doing it in comps and on [surf] magazine covers–not in PG-13-rated teasers… for elite-level surfing events… that don’t feature any actual surfing. It just feels like a setback. Having said all of that, my principal complaint is this: The best in the world deserve recognition for the abilities that have put them into that category (and should be marketed accordingly), and we all know damn well that Steph’s not a five-time world champion thanks solely to her ass.

  • mrempty

    Quite frankly I’ve had enough arguing with prudes who don’t even surf, so let’s be honest. The girls tour needs to sell sexiness to get people to watch. Why? Because they surf smaller waves than the guys and don’t surf them as well. Truth.

    • louisa

      Your true colours shine through here mrempty.

      • mrempty

        What that i can be honest?! It is true. They don’t surf Pipe, or chopes. There’s a reason the nba makes millions and the wnba doesn’t. No one wants to watch women perform a sport nominally less well than the men. Women’s surfing better keep selling sex, frankly it is the only way anyone is going to watch. You can call me a sexist if you want but you’re a moron if you deny the truth in my point.

        • louisa

          That hole can always get deeper mrempty. Keep digging.

          • mrempty

            Louisa, I bet you surf incredibly. What kind of board do you ride your high horse on top of?

          • louisa

            No I don’t surf incredibly, I go ok. But I think I got you beat in the reasoning department. Thanks for the stoush.

          • mrempty

            I know you don’t surf incredibly, just like I know you started as an adult. And like someone who picks up a foreign language as an adult, you’ll never truly understand the subtleties, such as the attitude that comes with it.

  • mrempty

    Does anyone that actually surfs read this site or just a bunch of pissed off emo chicks?

    • Jean Neymar

      Are you a pissed off emo chick?

  • mrempty

    Blanchard and Gilmore could surf naked you still couldn’t pay me to watch a chick contest a Biarritz. Wake me up when they start surfing chopes.

    • gannysesh

      Can I wake you up ten years ago when chopes was a stop on the women’s tour?

      It’s funny how the women’s tour would improve if we went backward in time. Right now it’s spiraling to a lame death, in part led by fools like you who apparently think it’s headed in a great direction.

  • Victoria Larnach

    I don’t understand why this video didn’t end with an image of Alana ripping an awesome wave. I think it would have really brought the whole idea full-circle with the surfing lifestyle concept as well as, “Holy shit this chick is beautiful and she is also an incredible surfer.” With that being said, the video *IS* a bit over the top for representing women’s surfing (F* you Alana! but I still love you long time), but is it effective? Probably. Either way you dice it – Surfing is still is a male-dominated sport, a “boy’s club” if you prefer. I have worked for numerous surf companies, been a surfer for years, surfed across the globe (in the line-up with Alana as well, she rips and yes is a total babe with a smokin’ bod – give credit where credit is due for goodess sake), I have gotten dropped in on, cursed at, snaked, and also respected as a female surfer. Yes, female surfers fight for respect in the line-up. Yes, we also don’t want to be looked at as a piece of juicy ass-meat either. And yes, it sucks when a giant corporate company continues to perpetuate us in a direction of sexual fantasy rather than focusing on solely the sport. If you are questioning your beauty and body image because of these types of advertisements – don’t you think that says something about how you view your own self-worth? Sex sells you guys. It’s not a new theory. When I watch this video, my thoughts are that it just makes me want to get back into the water to go surf, travel a bit more and work on my year-round tan (yeah, life’s tough and perhaps I am blessed) and since I am a female, I have an *ADVANTAGE* of attraction that accompanies the lifestyle of surfing. What this video, and many advertisements of its kind do are selling exactly that. IT’S A BUSINESS. When you are dealing with these companies like Roxy, Billabong, Ripcurl, O’Neill etc. to name a few, this is what you are going to get. Yes, surfing has more depth to it, it has more soul as a lifestyle as well, but that’s what free-surfing, Surfer’s Journal, and all the other hippy-surf-life-nature companies and associations are out there for. That’s what they believe in. All surfing is not Roxy or any of these massive corporations that have enough money to create a video as awesome and degrading as this one. There are always two sides to the coin. This is just one of them. What they are selling to the masses is *NOT* the collective ideal of surfing, it’s just a small piece of the pie. I do believe there are other ways of expressing and supporting the different sides of surfing, and it would be great if we all loved each other for solely our minds and personalities and talents alone. But, since we are creatures of the flesh, this is what we get. Can Roxy and other companies change their focus? Sure they can, they have all the marketing and money to do that at their fingertips. It would be a nice change for sure. I would be interested in seeing what else they could focus on to sell their vision of women’s surfing. Until then….I’m happy to be as yummy as strawberry rhurbard pie, cuz’ you know what? Men can’t be that. 😉

  • Kara Hawthorn

    …… and that is why hugh heffner is a genius saint…….whatever, alexander……
    good luck.

  • BH70s

    THANK YOU and well done Bec Woods and the Surfing Life Ed team http://www.surfinglife.com.au/news/sl-news/10378-let-s-hear-it-from-the-ladies-pt-ii

  • Jacob McCafferty

    Agreed. Also, I’m sorry if these women aren’t making much money surfing, but to make money surfing is absolutely ridiculous in the first place, man or woman. It is amazing that people do, but it shouldn’t be something that’s expected. Grow up and have another job while surfing. Or make shitty art and sell it for a lot. Or rob a bank and surf like in ‘Point Break’. Or sell pictures of your butt. And if you happen to be really good at surfing, how fun! but don’t whine that you aren’t being compensated for doing the most fun thing on the planet.

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