What is this? An HTC ad? An episode of Surfer Girl with Alana Blanchard? A really cheezy music video? A Victorias Secret swimwear ad? Nope. It’s a video to promote the Roxy Pro in Biarritz and it features the best female surfer in the world, Steph Gilmore. Now we are all for the exploitation of women here at Indoek (just kidding, sort of) — I mean, let’s face it, sex sells. I get it; France, hot surfer chick, baguettes, croissants, driving bare foot. Not to mention there happen to be a lot of lovely surf vixens out there doing the same thing in front of the camera these days. However, it is a bold statement for a company like Roxy to promote their WCT event that could decide the new world champ and not even show any surfing. A sexy lifestyle shoot is great, but I’m not sure it embodies what it’s like to compete on a professional level. Unless it is a raised ass shot competition — arch that back ladies! This sort of portrayal is definitely becoming the new standard, is this really the way female surfers all want to be perceived these days?