It's a Locker Room World, and Unofficial Networks Sends It

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The Greatest Ad Campaign Ever?

Lol, no. At best it's lazy, outdated, and basic. I don't know about you but I've never put Lange boots, or wedgies, and comfortable in the same sentence (Lange and best-fucking-race-boot-ever in the same sentence? Hell Yes.)  I know what you're thinking. It's harmless. It's fun. Let's not make skiing political. And listen, I want to agree with you. Skiing is supposed to be fun. It's a place to lose yourself in the pure joy and freedom of being alive. No one shows up for first chair on a powder day ready to fight the patriarchy. But then I read comments like this... and it breaks my heart. 

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Not exactly anyone's idea of freedom and joy, right? 

I thought about the time I applied to be a Local Lange Girl even though I was embarrassed by the thought of posing in makeup, skimpy clothes, and ski boots, because I thought it was the only way a ski company would take me seriously; and about how we live in a world where the President of the United States can grab women by the pussy and it's totally chill. Where men like Harvey Weinstien,  Ethan Kath, and many others (here's a list of them) can make careers on exploiting the sexuality of young women, and somehow still manage to be the victim, and where the women can shout #metoo from the virtual rooftops, and continue to have their credibility questioned, every fucking day.

It's a locker-room-talk-world, and woman just live in it. No place is sacred, not even skiing - especially if we don't speak up. Which, of course, we did. 

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But of course, this is totally over the top and unnecessary because men in the ski world fucking get it, right? (Shout out to the men in this comment thread who called this shit out for being boring, lame and sexist. We see you!) 

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Ouch.

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Gross, Jay. and btw, it's you're.

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Do what? Skiing? πŸ™ˆ

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Sorry, are we late? πŸ’ƒπŸ»

Clearly, there's some misunderstanding here. So our CEO reached out to our boys at Unofficial Networks because these guys know their shit in the ski world, and when you have one of the most popular platforms in the fucking industry, you're going to want to use that to make the world a better, and more inclusive place, right? We're all in this together.

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Sorry, we still don't get it

Unofficial Networks later removed the post and apologized for being so "utterly offensive" and while we appreciate them acknowledging what we're saying and taking action it seems pretty clear they're still not really hearing it. They still don't understand why this kind of post is problematic.

It's not about the photo, the photo is not offensive on its own. We're not prudes and we're not trying to police women's bodies. The problem is that this photo is representative of the dominant narrative of women in the outdoors, the ski industry, and life in general, and drives the shitty culture we work so hard to change.

This isn't about our feelings being hurt (they're not), and we're not here to make anyone out as the villain. We're trying to start a dialogue.

Take an opportunity to change the world

This could have been an opportunity for Unofficial to use your voice in the industry to take a stand on something. To say that we in the snowsports world don't fucking tolerate this kind of "locker room talk" bullshit. But instead, you chose to slam the door shut and to remove the post which contained thoughtful and intelligent responses (in addition to some garbage) from both women and men.

Instead of apologizing, take accountability. The outdoor industry is evolving and if you continue to stand by this outdated view that women's role in the mountains is looking good, you're going to get left behind. Change the status quo. In a social climate that is as politically charged as the one we live in, it's no longer enough for a brand to be agnostic. Use your platform for more than basic click bait.

Here's what else you can do about it

Ladies and Gents, If this shit pisses you off here's a couple things you can do to show that you won't tolerate letting the ski industry or the rest of the world settle for locker room talk, rape culture, and sticking to the status quo.

1. Email Tim at tim@unofficialnetworks.com and remind him that we don't tolerate a "locker room talk" culture and that we want to see the leaders in the industry to fucking DO BETTER. Do not email Tim and personally attack him or anyone else affiliated with Unofficial Networks - that's just more of the same old bullshit and it does nothing to ignite change.

2. Unfollow Unofficial Networks. Spend your time and energy supporting platforms that take a positive steps to change the world. (We promise you can get a more accurate powder day predictions from noaa.gov. or like... any other website that uses scientists to forecast the weather).

3. Share this post and help educate more people on why this isn't chill in today's society.

For tips on navigating the #DudeSoup of the ski industry, check out the first episode on our new podcast, Juicy Bits.

And for more reading material on bullshit sexism in the ski industry check out: Coalition Snow Launches a Men's Ski

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