Call for Equality

timely with the start of the ISPO the WIB ladies posted an open letter to the action sports industry, calling for a change in the currently often objectified presentation of the female body. with this fitting image above, the ladies twist the crap advertising trend into other directions. not to do the same, just the other way round -but to make a point and to gain attention. love it! 

"we call on the action sports industry to change its female marketing from the trivializing and objectifying representation that dominate the industry toward a more dignified, empowering, and inspirational representation 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 feeing it is to live our passion" the ladies write. 

i share the open letter below, with the wish, that the unifying values initiative inspires board-, action and lifestyle brands to focus their advertising campaigns on the power of such activities rather then objectifying the female body to sell their products. especially after last summers official trailer for the biarritz roxy pro women surf event - that had near no surfing but lots of sexual seduction- i find the below letter timely necessary.   

A tremendous, liberating shift for women has slowly been working its way around the world for well over a century. Many courageous women have opened the path before us and the time is right to update the way ladies of board- and actionsports are still portrayed in ads and communication. Today, we have to admit and realize that males and females have shared passions that emerge from the same human heart. And that the passions we share, like snowboarding, surfing, skating… , are bridges that help us connect with each other despite how different we are.

Though we might not have the same bodies and we certainly, men and women alike, have different strengths and abilities–differences that should be celebrated–we are living the same passion-filled lives!

When we look around us at our friends, our fellow riders, we see diversity, complexity, creativity, and beauty. We do not reduce each other to objects or to our bodies. Only the advertising does. And this has to change to catch up with reality, with what is actually happening. We want representations that celebrate our shared lives filled with an equal passion coming from an equal heart. We want our achievements, skills, and creative approaches in doing the activities we love highlighted!

The increase of women’s participation in action sports has exploded. In some unexpected places, like Afghanistan, specific action sports like skateboarding, are the number one national sport for females. This is profound and moving, especially given the current state of women’s action sports in the countries best known for originating them. “Skateboarding in Afghanistan has a 50:50 ratio of males to females. In a country where there’s no co-ed sports at all, that’s more progressive than what we have here [in the USA].” -Tony Hawk As a market, we are the fastest growing demographic in action sports, more important, say market analysts, than international emerging markets. As the Economist states: “Forget China, India and the internet: economic growth is driven by women.”

To the Board- and Actionsports- Industry, in the name of ALL the passionate female shredders, who ride now or will ride in the future, we call on you to change your 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!

And we want to help you develop these representations, representations that will work as a call to the global diversity of women and girls who yearn to develop their skills as action sports athletes. We want these women and girls to see dignified, inspiring images of female athletes of every shape, size, color, sexuality, and ability. The time has come to replace the illusions that dominate the action sports industry. The time has come for our lived reality to emerge through the representations of women in action sports.

Be real, keep it real, represent reality, because the reality we are living right now is amazing.
With Love,
Your Women in Board- and Actionsports

1 comment:

Mattie Best said...

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