I struggle with the outrage. I have a daughter, I am acutely aware of the importance of respect for women, their bodies and as a lover of sport in general, I marvel at the graft of all athletes. The pain, the sweat, the single-mindedness required to be among the best. I have grown up with scores of female athletes I consider role models. I naturally also notice 'beauty' in it's varying forms. A pretty lady, a strong lady, an incredible athlete, a winner etc... I've also grown up with scores of female athletes championing their bodies. Be they Heptathletes, runners, shot putters, Javelin throwers, footballers, rugby players, surfers, tennis players etc. I judged those athletes on the positive message that accompanied the images.
Some ads, some genres, I struggle with. I just think they can be trashy, demeaning or without any positive benefit. It is, however, incredibly subjective. I grew up, rarely far from a beach and my teenage World was full of bikini-clad beauties. Every other page in a surfing mag was adorned with these images. Some adorned my walls! Yet, years later, I'm troubled seeing young girls, needing sponsorship, to get on tour, often having these as one of their only outlets. You either have to the very best or the prettiest.
I hate betting companies (unless my horse comes in...). I don't know who the lady is but she is not a sportsperson or athlete and nor is she pretending to be. She isn't even trying to pass herself off as one. It is just that atypical male-oriented advertising, to a largely young male audience, of a good-looking lady, with a few brick sporty props. It is tired, seen a thousand times before and the mock outrage has only elevated the campaign. If an athlete gets her kit off for some soft porn rag I'd expect there to be some noise. I can't actually fathom why a female athlete would take offence at an actress in the buff posing with a few props. Did anyone really think she was trying to look like an athlete perched on a basketball hoop??
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