MOUNTAIN LIFE - Coast Mountains | Winter / Spring 2018

WINTER/SPRING 2018 MLCM 53 Weed explains, “Women end up believing that there is a specific ‘way’ we are supposed to look while being athletic, and many of us will shame ourselves for not reaching this unrealistic expectation, this ideal.” And while the mental trickery can be avoided with open eyes, a solid education in media- literacy, and building a bulletproof self- esteem, children and adolescents often don’t possess these “BS filters” and can be even more susceptible to media representation. “Their brains are still developing,” says Weed. “They’re learning, on a fundamental level, who they really are in the world and if all they see are air-brushed, photoshopped, impossibly perfect women in sports, it may dissuade them from getting into sports altogether because they feel they won’t measure up to what they’ve been led to believe it means to be a ‘woman in sports.’” Another challenge for authentic marketing of women who are athletes is the perception of what being a woman should look like. Weed says, “Women are also shamed in the media if they come across as too ‘strong’ or ‘masculine’ in sports; we are taught that it is desirable for us to be athletic, so long as we still show up small enough to be ‘feminine.’” The reality is, your dress size or bust size doesn’t matter when you’re standing on top of an Alaskan peak, pedalling up a long ascent, or paddling into an overhead wave, and the consumer knows this. Leanne Pelosi, one of the most influential female pro snowboarders of the past decade, says, “In action sports, a lot of the decision makers are men, and frankly I just think the ones who choose to mainly focus on models for marketing have the wrong idea of what their female consumers want to see.” Pelosi knows firsthand the value of putting women in visible roles. She produced Full Moon, a women-only snowboard film showcasing some of the best in the sport. “I can’t say enough how important it is to showcase real women athletes in media for all girls to be able to create their own dreams and aspirations. The brands that use athletes versus models have far more credibility in action sports.” Pro snowboarder Jess Kimura explains further, “As humans we learn by watching those who came before us. Putting emphasis on action, fun, and real, actual athletes allows younger kids to believe it’s possible for them too. Sport helps kids learn to overcome fear and adversity, understand consequences and find a sense of community. I’m not sure the same can be said of the modelling/beauty industry.” Thankfully, there are some companies practicing gender equality and transparent portrayal of their athletes, but the brands don’t bear all the responsibility. To pay female athletes, they need people to see female athletes. “Media plays a big part in shaping how girls and guys perceive women in sport,” Pelosi explains. “It’s a full circle: if media gives females the recognition they deserve, there will be more participation, more opportunity, more support from both men and women. And more opportunities for brands to support, pay, and nurture female athletes.” Want to make a difference? “Vote with your wallet,” Pelosi says. “Support the brands who give back to the sport equally and who share real and raw stories of their athletes and depict them in their true essence.” Athletes have a role to play as well. To possess the skill of a chosen craft, to be marketable, to engage with the community, and to self-market. All these pieces build and create role models for generations to come. They set the tone and stage for what will be. It’s their true stories, their raw selves, the things that set them apart, that make them so inspiring. Seems crazy to dilute andmask the power behind that. Let’s use this already solid platform of incredible humans to activate the equalitarian paradigm shift. Because let’s be honest, truth is always better than perfection. “Vote with your wallet. Support the brands who give back to the sport equally and who share real and raw stories of their athletes and depict them in their true essence.” – Leanne Pelosi l A D I E S F I R S T