The women who become role models to us, and the women who SHOULD become role models to us are two very different people. Most of the time we don’t even notice – but how does this fair up for generations to come… the kids who are going to be thrown into the whirlwind of social media slapping them in the face with airbrushed images of celebrity models, photographed in clothing & equipment that should be promoting strong, healthy athletic women. How come it’s a sexualised Roxy ad that sells me a bikini, or Kendall Jenner wearing Adidas that makes me buy new trainers? We talk about it all the time, using REAL women, doing REAL sports is good – it gets millions of views, it gets us inspired and excited – it wins awards. So WHY are we not seeing female athletes in advertising campaigns? Were they all too busy being awesome that day? Hmm.
What makes a good campaign great is the ability to tap into the minds of the viewer, something that makes me think – I am that girl, I could be that girl, I want to be that girl. I will stop being negative nancy for a second, because good advertising does exist. Ever heard of “This Girl Can”?
‘Are you up for breaking a sweat? Lottery-funded This Girl Can is designed to inspire you to sweat like a pig – and feel like a fox while you’re doing it.’
Not hot enough for sponsorship - Silvana Lima
S*** hot on a surf board, but not pretty enough for sponsorship? Are you kidding me? Silvana Lima is one of the best professional surfers in Brazil and she is being denied sponsorship for the way she looks.
“I’m not a babe. I’m a surfer, a professional one.”
And that, is what SHOULD inspire us. But athletes depend on sponsorship to an extent, it’s marketing, a pay cheque, a team and an opportunity to inspire worldwide. It’s seriously screwed that it’s only the ‘pretty’ girls that get this chance.
Women to follow
The Kardashians and the Hadid sisters are long gone from my instagram feed – for a short while I got sucked into their parallel universe of ‘perfection’ – I kept up with Bella and Gigi for fashion and style inspo, and lets face it – the Kardashians can be entertaining. But why do these girls become the face of brands promoting sports that they have probably never done before. It kind of shakes me up the wrong way – so here are some girls with real talent, doing great things, living interesting lifestyles. Hopefully one day these women will be the ones we see all the time, on social media, in interviews, wearing our favourite brands and being themselves.
Tyler Wright is the reigning two-time World Champion, she’s talent and strength. She’s intelligent and knows exactly who she is and what she’s doing.
“I’m comfortable, very confident, and it reflects in a powerful manner. Just the way I hold myself in certain situations – it comes from knowing myself, and that’s what’s reflected. It translates into a confident, powerful, strong style of surfing.”
Her journey from day one is pretty impressive. The Wright family is also a team of people who I really admire. Check it out…
“Never take more than you need”
Kimi featured in Fishpeople, a film about people’s lives transformed by the sea. This is where I first came across her, and I was immediately hooked. Excuse the pun. She won the US National Spearfishing Championship, she was the best! But this sport was not in keeping with her beliefs; she left it behind to concentrate on sustainable hunting and marine conservation. Spending incredible amounts of time underwater on one breath, Kimi’s skills as a free diver and spearfisher is further proof that humans are completely capable of living in a way that is unharmful to our ecosystem.
Climber, photographer, explorer. I was introduced to Angie Payne in the film ‘Poumaka.’ She was climbing one of the world’s gnarliest towers: a 1,500-foot volcanic spire called Poumaka alongside Mike Libecki (who is one of my favourite people in the whole entire world). Angie seeks adventure, she’s out there doing amazing things and not really shouting about it. She talks about her expeditions truthfully, it’s not all sunsets and summits – and we really get to see the blood, sweat, anger and tears that push her boundaries each and every time she climbs.
Thanks for reading
3 thoughts on “Dear sports marketing, please ditch the f**king models”
Love this post Rona. Such a great point to make x x x
Love this. Spot on, our kids need to see real athletes in sports marketing. Great way to showcase these awesome women too!
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Thank you – couldn’t agree more!