Women on the waves
Words by Katie Harris, images by Dane Creighton
Yesterday I went surfing on Banks Peninsula. The waves were small but the car yarns were worth it. Like most post-surf car rides, conversation tired after an hour or so and the back-seat battlers, myself included, had settled in for a post-surf snooze. We were almost home when one of the boys mentioned I was the only girl surfer he knew at uni. Volleying ideas, I watched as the three boys tried to figure out why, in 2019, there were far more male surfers in our university circle than female.
For myself, one reason was glaringly obvious.
Advertising.
It may seem far-fetched to link advertising with reduced female participation in a sport- but in surfing ‘the look’ is culturally ingrained. After the car chat, urged on by the fact that I was frequently the only woman in the lineup at out-of-town breaks, I did a little digging. Naturally starting with Instagram. Surely in this post-body-positivity era there would be some diversity.
There wasn’t.
Only lithe ladies are ‘grammable’ enough for the top surf companies on social media. After scouring a whitewash of pictures, I moved on to the next target. I mean maybe on their website I’d find a little variety.
The Rip Curl, Roxy and Billabong New Zealand websites all looked great. The sites included amazing design, thought out photos and some really, I mean really, great products. However, there was nothing inclusive about their choice of models. The astounding lack of colour and varied shapes was as visually displeasing as it is damaging.
By only using young, thin and light-skinned models, advertising is constricting the surfer ‘look’. If young people are continually encouraged by companies to buy products only showcased on taut, tanned and toned women, of course the average person is going to feel that she (or they) are not ‘hot enough to surf’.
One of my strongest and most intelligent friends refuses to even try surfing because she doesn’t want to look like a “cheerio sausage stuffed in wetsuit”. This coming from one of the most accomplished women I know, speaks volumes on how female surfing is almost exclusively marketed to the light, white and nubile.
Counter to popular advertising, you can actually surf if you don’t have a six pack or a box gap. Go figure.
The general environment of body dissatisfaction is not only an issue in surfing, but throughout the sporting industry in general.
Surf brands should take a cue from companies like Nike, who released their ‘Dream Crazier' campaign earlier this year. The clip which encouraged woman to push the boundaries was well received throughout the world and became an overnight sensation. It showed women pushing harder and going further- something that isn’t restricted by the inches around our waistline.
What makes surfing different from other sports is that it does usually require wearing tight garments or swimwear. This puts the surfing industry in a unique position. They can either step up to the plate and push away the tired ‘gidget’ troupe or continue with the blonde bombshell that’s carried them financially for the last 50 years. Diversifying surf models isn’t just a good idea socially, inclusive advertising will benefit the industries back-pocket too. By extending advertising to those who aren’t just long and lean, it opens up the market to a whole new consumer base.
Women who haven’t braved a bikini since the 70’s might finally feel included- even inspired, to try surfing.
Going forward, the surfing industry must diversify. We know how problematic it is to only show depictions of one body type and ethnicity, so why don’t we push for change. Brands respond to consumer demands. Demanding representative advertising isn’t just an option, it’s a necessity.
Inclusive advertising will ensure no one is kept out of the water.
