Statement from Netball Victoria

Friday, March 9, 2012

Statement from Netball Victoria

Netball Victoria would like to correct inaccurate comments made by Janice Crosswhite, president of the Australian WomenSport and Recreation Association, regarding the Melbourne Vixens ‘Superwomen’ promotional campaign.

In a recent Brisbane Times article, Crosswhite used the Melbourne Vixens Superwomen campaign as an example of the ‘sexualisation of women in sport’, claiming models were used to represent our players and questioned the appropriateness of 'underwear' in the images.

The Superwomen campaign was developed in conjunction with our athletes and included detailed market research before and after the campaign, which indicated strong support of the campaign by our target market.

All individuals shown in promotional material were Melbourne Vixens athletes - each in support of the ‘Superwomen’ concept. Athletes were photographed in athletic apparel provided by a global sportswear brand, and a similar level of clothing to what is worn on the netball court.

The ‘Superwomen’ campaign illustrates the Melbourne Vixens as strong, powerful and talented women, celebrating the exceptional talents of our athletes rather than objectifying or exploiting their sexuality.

We are proud of the values that underpin the Melbourne Vixens and the Superwomen campaign.