WaterGirl
Ski Diva Extraordinaire
After having a crazy day, was looking forward to the Freeskier Buyers Guide that had arrived in the mail....
Got to page 5 and thought - WTF. Someone really f*cked up in the marketing department. Or maybe its just me?
But how can this not be perceived as Stereotypical and Sexist?
I don't think this supports female empowerment on and off the mountain - or maybe it does in K2's marketing mind.... well some one has to wax the skis.... might as well be the "girl"....
Next page:
Got to page 5 and thought - WTF. Someone really f*cked up in the marketing department. Or maybe its just me?
But how can this not be perceived as Stereotypical and Sexist?
A full page ad of a GUY radically skiing on the "Mindbender"
and on the next page
A full page is devoted to a GIRL IRONING wax on a ski, with a tiny shadowed picture of her? skiing (with her head covered up by the Words "Mindbenders 115c Alliance.") and another shadow image covered by the IRONING picture -
so its more important to show a female ironing than skiing?
I don't think this supports female empowerment on and off the mountain - or maybe it does in K2's marketing mind.... well some one has to wax the skis.... might as well be the "girl"....
Next page:
For 20 years, the K2 Alliance has been at the forefront of the women’s movement in the outdoor sports industry, supporting the innovation of women’s products and female empowerment on and off the mountain.
No, not empowering at all. Sorry K2 you really missed the target and probably pissed off more women than just me. I have to hope that someone will be let go for this decision - what a joke.
Last edited: