Esports stars have accused the “Strong is beautiful” campaign from the underwear company Bluebella Lingerie showing rugby players Ellie Boatman, Jasmine Joyce y Celia Quansah playing in lingerie.
The objective of the campaign is change the stereotypes that “the strong female form is not feminine”but the extensionist Martina Navratilovathe former swimmer Sharron Davies and the former athlete Mara Yamauchi accuser of “sexist” to the advertising campaign.
“It seems really regressive and sexist to me”denounces Navratilova.
“This is an absolutely disgraceful campaign, whose crazy idea was this? Let’s put professional athletes in porn underwear! Extremely regressive…stereotypes once again,” complained Sharron Davies.
“This is exploitative, degrading, sexist and regressive garbage. Of course, the target audience is men.
Portraying women as sexual objects will not encourage teenage girls to play sports,” Yamauchi said.
From Bluebella Lingerie they have responded that “the idea that strength and femininity are mutually exclusive is problematic even beyond sport; we seek to demonstrate that they can go hand in hand.”
