ROXY x Boardmasters

Challenging Your Inner Roxy Girl

Event Case Study

The good folks at Roxy were looking to connect with a younger and more mainstream fashion-centric demographic at the Boardmasters event, so they gave us a call. They needed something genuinely inspiring, which would tie in with their existing ethos of empowering women across the globe through the medium of outdoor activity. 


Working with a team of highly experienced yogis, we came up with a daily morning yoga program that took the shores of Boardmasters by storm. By sharing its passion for outdoor adventure with a group of like-minded girls, Roxy managed to engage hundreds of active females over the course of the weekend, initiating many a first-time yogi along the way.


900 pre-event registrations with personal data collected 

500 participants over the course of the weekend 

Engaged with a notoriously hard to reach demographic 

Initiated many first-time yogis 

Aligned perfectly with the global #ROXYFITNESS marketing campaign 

Boardmasters totally captures all the positive things that Roxy is about. Doing the things that you’re passionate about during the day, surfing, yoga, just being next to the sea; then having fun and a good time in the evenings! A perfect balance.

– Edd Martin, UK Marketing Manager