Since 2011, the Women’s Tennis Association (WTA) has been promoting its Strong is Beautiful campaign in an effort to bring more awareness to the game and its players. A large portion of the campaign consists of images and videos of some of the top women’s players dressed in dainty attire and full make-up while they slug away at tennis balls that spew glitter and powder upon contact. These frills are contrasted by the players’ muscular physiques and athletic maneuvers as the WTA attempts to show the world that the real source of beauty is strength not physical appearance.
In a world where beauty is often defined by one’s outward appearance, I think it’s commendable that the WTA is making an attempt to broaden the definition of beauty and promote strong women. I can’t say that if I was the WTA’s Creative Director that I would have chosen a route that so blatantly played on the feminine stereotypes of pinks, purples, curls, make-up and glitter; but it’s definitely an excellent move for the WTA. Perhaps when the rest of the world is really able to let a women be beautiful without being made up and having soft bodies, the WTA won’t need to put its athletes in chiffon and silk. Until then, bravo WTA.
Take a look at the campaign for yourself here and share your thoughts!