In 2011 the Women’s Tennis Association (WTA) released their advertising campaign, “Strong is Beautiful” to create interest in the sport, maintain sponsorships, ensure attendance at events and viewership on television.
Some say the campaign is sexist and exploits women athletes.
Others think the campaign is a brilliant marketing campaign that emphasizes the qualities of a champion (determination, confidence, goals, persistence, tactics).
The following text is from 30 second clips for the players mentioned below. These comments are followed by the You Tube video of the Sugar and Spice ad.
Victoria Azarenka
“I like to hit the ball hard. CRUSH IT! And if the ball comes back, then it’s trying to tell me something. How about a little harder?”
Ana Ivanovic
“During the War in Serbia they bombed us all day and all night, but if I got up early I could practice before the planes came.”
Kim Clijsters
“Before I had a baby I devoted all my time to tennis. Afterwards, I had to compromise. Now, I devote 100% of my time to the baby and 100% to tennis.”
Serena Williams
“Before every slam I pick out 7 outfits. SEVEN – one for every match I need to win. I wouldn’t pick seven outfits if I didn’t plan on wearing them all.”
Li Na
“China is a country of 1.3 billion people. Yet, we’ve never had a #1 player or a Grand Slam Champion. No pressure.”
Note: Li Na won the 2011 French Open Championships shortly after this ad campaign was released.
Sugar and Spice
What are little girls made of?
They’re made of
Sugar and spice and
Sweat and fury and
Grit and strength.
That’s what little girls are made of.
Strong is Beautiful.
———WTA