Olympians slam 'shameful and regressive' campaign to 'keep girls in sport' featuring Team GB rugby players in lingerie The Team GB rugby sevens stars have featured in Bluebella's latest campaign Bluebella say their campaign aims to encourage girls to be proud of their bodies The lingerie brand has faced criticism from some women on social media By Michael Pavitt Published: 17:24, 2 July 2024 | Updated: 17:53, 2 July 2024 e-mail View comments A campaign by a lingerie brand featuring Team GB athletes has been criticised as 'shameful and regressive' despite stating its aim is to encourage more girls to remain in sport. Lingerie brand Bluebella launched the latest part of their #StrongIsBeautiful campaign with rugby sevens stars Jasmine Joyce, Celia Quansah and Ellie Boatman. The company have partnered with the trio in the build-up to this month's Olympics in Paris, where the Team GB rugby sevens team will be among the medal contenders.
Bluebella state their campaign, which has no association with Team GB, seeks to highlight that strength and femininity can go hand in hand. The brand cited a Women in Sport survey in 2022 which found nearly half of girls drop out of sports after the age of 13, with self-belief and body image seen among the key factors. Rugby sevens stars Jasmine Joyce, Celia Quansah, and Ellie Boatman have partnered with lingerie brand Bluebella as part of their latest #StrongIsBeautiful campaign The Olympic hopefuls were pictured in lingerie during a training ses.
