Hawaiian surfing royalty, Kelia Moniz is stepping away from her partnership with Roxy after 17 years with the brand.
Roxy was acquired by major conglomerate Authentic Brands Group late last year, along with similar brands Quiksilver and Billabong.
Moniz says the new owners terminated her contract with Roxy - and offered a ninety percent pay cut if she were to sign again.
Holly Thorpe, a sociology professor at the University of Waikato, specialises in sport, physical culture and gender.
She spoke to Charlotte Cook.
