“Women in Board and Action Sports (WIB) continues its blitz on the status quo marketing and advertising of women in the board and action sports industry”, where sexualised adverts of naked/near naked sportswomen dominate over their athletic abilities (unlike men).
To show how ridiculous the sexualisation of female athletes in advertising and media is, WIB have made this ‘Role Reversal’ image, because, “WE’VE HAD ENOUGH!!!”
“We call on the action sports industry to change its female marketing from the trivializing and objectifying representations that dominate the industry toward more dignified, empowering, and inspirational representations of women that value our diversity, capacity, creativity, and courage. We want others to relate to our reality through the media and advertising, in order to share how amazing it feels, how empowering and freeing it is to live our passion”. -The Women in Board and Actionsports.
Follow the action on WIB’s Facebook page.
Support Cori Schumacher HERE on twitter
Some of Cori’s work for women’s liberation:
“Three-time world champion surfer Cori Schumacher, who has posted her campaign at change.org,told The Los Angeles Times she was upset by the “all sex, no surf” Roxy ads that featuring Aussie surfer Gilmore.
“Roxy’s recent advertisement for a surf competition features a 5-time World Champion surfer suggestively undressing without showing us her face, and never actually shows her surfing! This tells young girls it’s more important to be sexy than to be strong or a good surfer,” wrote Schumacher. “As a lifelong surfer, I’ve seen the sexism and objectification women face on a daily basis in this sport,” wrote Schumacher.”
“As a woman and a longboarder, Schumacher struggles at the bottom of surfing’s hierarchy. But instead of toeing the line, she has taken an unusual approach, using her success in the water as a platform to take a stand on issues in hope of enacting social change in her sport and beyond.”
“Cori Schumacher is a three-time Women’s World Longboard Champion. In 2011, she boycotted the ASP World Tour’s China event citing human rights concerns. She lives with her wife in North County, San Diego, and refuses to be sponsored so that, instead of being a mouthpiece for a brand, she can talk about what it’s really like to be a woman who surfs.”