Martina Navratilova Blasts "Regressive" Rugby Lingerie Campaign

Unbranded - unbranded - Sport • 5d

Martina Navratilova has condemned a new campaign featuring Team GB’s Olympic rugby players in lingerie. The campaign, led by lingerie company Bluebella, aimed to challenge perceptions about muscular women and femininity. However, Navratilova criticized the campaign as "regressive and sexist." Former swimmer Sharron Davies and distance runner Mara Yamauchi joined Navratilova in expressing their dismay. Davies slammed the campaign, calling it "an utterly shameful campaign," and Yamauchi labeled it "demeaning, sexist, regressive rubbish." She argues that it perpetuates the portrayal of women as sex objects rather than promoting sports to teenage girls. The #StrongIsBeautiful campaign has been running for eight years and previously included athletes for the Rio and Tokyo Olympics. Ellie Boatman, Jasmine Joyce and Celia Quansah from the Great Britain Sevens squad participated in the recent photoshoot. Despite its intended message, the campaign has faced significant backlash from prominent voices in women's sports.