Surfwear Brand Teams with Screenblast

NEW YORK — Roxy, an apparel brand from Quicksilver, this week breaks a two-month marketing push aimed at building an online environment for female active-lifestyle and surfing enthusiasts.

For the online portion of the campaign, the Huntington, Calif.-based surfwear line has teamed up with Screenblast, a Culver City, Calif.-based broadband entertainment company from Sony Pictures Digital Entertainment.

One of the elements, a co-branded area on the Screenblast site
( ), lets users preview eight different excerpts from the upcoming Roxy “surf, NOW” video. The online area also encourages surfing enthusiasts to shoot their own digital video; There, they can view a tutorial created by action sports filmmaker Bobby Williams and download surf-themed video and audio assets to insert into their digital creations.

Starting June 3, visitors to the co-branded site will be able to interact with Roxy’s team of professional women surfers, as well enter a sweepstakes for a chance to win a Sony Cyber-shot DSC-P5 digital camera, a Marine Pack MPK-P5 and a Roxy prize product package worth $1,000.

The campaign will be supported by online and print advertising, in-store POP and special-themed events and activities, including Quicksilver/Roxy summer surf camps.