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A marketing campaign by a lingerie model that includes Staff GB athletes has been criticised as ‘shameful and regressive’ regardless of stating its goal is to encourage extra ladies to stay in sport.
Lingerie model Bluebella launched the most recent a part of their #StrongIsBeautiful marketing campaign with rugby sevens stars Jasmine Joyce, Celia Quansah and Ellie Boatman.
The corporate have partnered with the trio within the build-up to this month’s Olympics in Paris, the place the Staff GB rugby sevens group will probably be among the many medal contenders.
Bluebella state their marketing campaign, which has no affiliation with Staff GB, seeks to focus on that energy and femininity can go hand in hand.
The model cited a Ladies in Sport survey in 2022 which discovered almost half of ladies drop out of sports activities after the age of 13, with self-belief and physique picture seen among the many key elements.
Rugby sevens stars Jasmine Joyce, Celia Quansah, and Ellie Boatman have partnered with lingerie model Bluebella as a part of their newest #StrongIsBeautiful marketing campaign
The Olympic hopefuls had been pictured in lingerie throughout a coaching session in Richmond
A reported 64 per cent of secondary schoolgirls drop out of all sport earlier than the age of 16.
‘We need to have fun and normalise the fantastic thing about robust and highly effective feminine our bodies, our bodies which have traditionally been ignored by the style trade and stigmatised by society,’ Bluebella stated.
‘Our #StrongIsBeautiful marketing campaign was born out of the truth that ladies surrender sports activities extra readily than boys, partly as a result of society doesn’t equate the look of a powerful feminine physique with being stunning or female. If younger ladies don’t equate energy with female magnificence, it’s a downside far past sport.
‘We’ve got been operating this marketing campaign for 9 years and have been honoured to characteristic quite a few world-class athletes.’
To assist the most recent installment of the marketing campaign, rugby stars Joyce, Quansah and Boatman had been pictured in lingerie in a coaching session at Richmond Rugby Membership in south-west London.
‘This Bluebella marketing campaign is about exhibiting ladies that sport and health may also help them really feel actually empowered, and the way they will look muscular and robust, in addition to feeling female,’ Boatman stated.
The marketing campaign, nevertheless, has face criticism from British Olympians Sharron Davies and Mara Yamauchi on social media.
‘What the precise **** that is an totally shameful marketing campaign, whose mind lifeless concept was this? Oh yeah let’s get skilled feminine sports activities ladies in porn underwear! Extraordinarily regressive… stereotypes but once more,’ wrote Davies, a silver medallist on the Moscow 1980 swimming silver medallist.
Bluebella have claimed the marketing campaign is geared toward selling ladies remaining in sport
The marketing campaign has break up opinion on social media, with some branding it as being ‘regressive’
Olympians Sharron Davies and Mara Yamauchi had been amongst these to crticise the marketing campaign
Two-time Olympic marathon runner Yamauchi added ‘That is exploitative, demeaning, sexist, regressive garbage. After all the supposed viewers is males. Portraying ladies as intercourse objects won’t encourage teenage ladies into sport.’
The marketing campaign has confronted additional criticism on social media.
‘There’s a brand new marketing campaign to get teenage ladies into sport. Known as #strongisbeautiful it’s been kicked off by Staff GB rugby gamers posing in lingerie. Feels actually regressive and sexist to me. Possibly I’m previous,’ one person wrote.
One other added ‘It is a supply of twisted fascination to me simply how a lot feminism has been undermined.
‘Flitting about in lingerie, wanting completely sexually accessible, has nothing to do with #strongisbeautiful or in encouraging ladies to play sports activities.’
The marketing campaign was defended by others on social media, who famous the gamers themselves had opted to participate.
The most recent Bluebella marketing campaign has acquired a blended response on social media
‘Bizarre reactions to this. Two of those are overtly homosexual gamers which is impactful and this seems to be the identical Bluebella marketing campaign the Lionesses took half in,’ one wrote.
‘They’ve autonomy over their our bodies & they will select to do that. If GB7s paid them extra perhaps they would not?’
Bluebella had beforehand featured creative swimmers Kate Shortman and Izzy Thorpe forward of the Tokyo 2020 Olympic Video games, in addition to skeet shooter Amber Hill, para lengthy jumper Stef Reid and windsurfer Bryony Shaw earlier than Rio 2016.
Former England worldwide Fara Williams and Reanna Blades featured in a marketing campaign final yr forward of the Ladies’s World Cup.
