07 Sportsvolution

Sportsvolution

Female athletes are uprooting outdated federation rules and challenging cultural norms in sports.

In 2021, a slew of female athletes pushed back on inherent sexism in sport, rejecting expectations that they should wear revealing clothing to compete.

Team GB pole-vaulter Holly Bradshaw was so dismayed by her official uniform kit for the Tokyo 2020 Olympics—effectively a crop top and bikini bottoms—that she negotiated the right to wear a modified Adidas rowing unitard instead. Similarly, German gymnast Sarah Voss competed in a full bodysuit instead of a leotard at the European Championships. Two of the German’s teammates, Kim Bui and Elisabeth Seitz, later joined her in long leotards, taking a stand together against sexualization in gymnastics.

Many women who participate in sports suffer objectification from fans, commentators, and even coaches. Sexist uniform rules that put women in unnecessarily revealing kit are now triggering widespread outrage and an influx of global support. In July 2021 American singer-songwriter Pink posted a tweet offering to pay an “improper clothing” fine imposed on the Norwegian women’s handball team. The team was fined €1,500 after wearing shorts like their male counterparts instead of bikini bottoms. In November 2021, the International Handball Federation updated its rules around women’s uniforms.

Why it’s interesting Gender divisions still deeply bifurcate sport but female athletes are now pushing back against inequality. Brands can help support and elevate their fight to break down problematic gender barriers, seizing the opportunity to redefine cultural norms and, in doing so, boost women’s participation in sport.