Fierce women

The Gatorade company has an interesting take on female athletes, presenting them in strikingly mannish imagery in its advertising.



Maybe the message is that if women can become this mannish by drinking Gatorade imagine what it would do for men.

Or maybe that kind of ruthless competitiveness is just the logical end point of competitive professional sport. If so, it doesn't seem to sit well with the aim of developing the lovelier qualities of womanhood.