It’s hard to forget Courtney Conlogue’s nude shoot for the body issue of ESPN. Yes, she looked good. The shoot did well to showcase her athleticism, highlighting her strength and skill over her naked self to present an empowering image, but at what point do we draw the line?
The age-old debate of the sexual objectification of women still persists. It certainly seems highly relevant in the surfing world where sex-appeal is the crucial key to unlocking big sponsorship deals for women. It says a lot when a lower-ranked pro cashes in more sponsor dollars than women currently on the CT. We’re talking about Alana Blanchard here, the girl we all love to look at – but how much do we really care about watching her surf? Tiny bikini bottoms draw more eyes, which in a way is beneficial in bringing more attention to women’s surfing, but it becomes an issue when all we’re watching is said pair of bikini bottoms amongst some waves, forgetting all about Alana’s raw ability.
Alana sauntering out for a surf. The reality is that sex sells. And sponsors are smart to take advantage of this, particularly as the lifestyle they sell us drooling daydreamers is based on sun, skin and the sea; a passionate oceanside existence hinged on living half-clothed with nature as your backdrop. What Billabong coins ‘a bikini kinda life’. It looks ideal, but it seems one’s attainment of this is based on having the abs to go with it. Which runs for the guys too, for in no way are we overlooking the fact that said abs, maybe a good jaw line, dark tan and some sparkling eyes will set you up far better for sponsorship than lack thereof. So sex sells, and we like it, everyone does. There’s really nothing wrong with this, except – the big ‘but’ of the debate – when sex overcomes what should be the main focus, surfing skill and ability. Suddenly, it’s a problem.
Here we can remember Steph Gilmore’s Roxy ad back in 2013. It landed the brand in all kinds of trouble, coming under fire for embracing a sexist depiction of women. The ad featured the then five-time world champ, well her butt mainly. Exclusively. In fact, the ad never even showed Gilmore’s face, let alone her surfing. Roxy seemed to shine a blinding floodlight on what it and many other surf brands shamelessly perpetrate – the idea that ability is second to beauty, leaving many an outraged viewer in its wake.
Can we also draw some attention to the impracticality of small bikini bottoms. They’re the most illogical things ever for high performance sport – leaving us wondering if the surfing world would find it as funny if Gilmore lost her bottoms as that time Bruce Irons lost his boardies to Teahupo’o.
Is sex the only reason we’re interested in women’s sport? Perhaps it’s the sponsors at fault here, because at the end of the day, whether it’s surfing or another sport, the sponsors are there to sell their products. And they use the most effective means, the winning combo of sex and ideals.
The surfing culture is hinged on ideals communicated relentlessly through social media. A scroll through Instagram will show you curated images of an old converted van, a stack of boards and barefoot drifters travelling up and down the coast (some with a hint of eco warrior, rejection of ‘the man’ and long hair that shouts they’ll never succumb to a desk job). The people featured in these images represent the pinnacle by being physically beautiful. Alana Blanchard and Ellie-Jean Coffey take this image projection to a whole new level, posting manicured shots that are saturated with sex appeal, set in the surf lifestyle. Among the likes of Laura Enever, Sage Erickson and Coco Ho (who showcases her own nude shoot for ESPN), these women are presented as the envy of all. It seems only an afterthought that they are also great surfers.
So here we are caught in this terrible conundrum, where everyone does, as a fact, enjoy looking at beautiful people. It’s pleasurable, the ideal is inspiring. But we have to draw the line when looks exceed the value of ability, and they become something of a sexualised object. Salt-bleached blonde hair, legs for days and a coveted butt are things that inherently can’t be controlled, and it really shouldn't, in the world of sport, take precedence over hard earned skill.
Courtney’s shoot projects the image of strength and skill you need to be the best while Alana shows off the skin you need to bank up sponsor dollars. Both have carved out successful careers. Is one path better than the other? I guess we will have to judge for ourselves.
And yes this article is filled with pictures of beautiful women, because we know the way your brain works. Loser.
