Get with it, Lange!

By Wendy Clinch •  Updated: 12/15/07 •  1 min read

Am I the only one who finds this distressing?

For the past 40 years, Lange has had a long standing ad campaign that features sexy, half-clad women wearing little else but its ski boots. Now Lange, along with Freeskier magazine, is sponsoring a contest to find four hot babes to represent the company at regional events.

Everyone knows that sex sells. But this campaign sets the women’s movement back 40 years. Instead of relying on talent and athleticism, Lange once again takes the low road by resorting to another kind of T&A, objectifying women to sell its products. Are Lange boots so poor in quality and design that they have to resort to this? They could have done themselves credit by showing a terrific woman skier using their boots and saying why they’re so wonderful. Instead, they continue to rely on an outdated mode of marketing that’s crude, insulting, and demeaning to the achievements of women skiers everywhere. It’s time they delivered something better.


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