Consumers are targets for ‘heroes’
I can’t help but think of how companies such as Nike help “load” the gun (Sports Editor’s column, Feb. 16, “We don’t know sports heroes”). We, the fans, the consumers, are the targets, only because we fail to see that we are being sold a “hero” in sport rather than looking for “heroics” in sport. I don’t tell my kids to be like “Oscar,” but I do ask them to notice special moments when adversity has been overcome. I, like many, cried when “that guy” with no legs (Oscar Pistorius) competed with the best in London. I sat in amazement at the feat. I really couldn’t care about his name or his story, only that “impossible” was made possible. Then along come major sponsors who are going to try to convince me (repeatedly) otherwise, that I need a “hero,” an “Oscar.” My only saving grace, amateur sports “heroics.”
I coach a U-14 ringette team, C division. I am constantly amazed by each girl’s desire and commitment to do their best and support each other.
“Heroics” to me is a girl with noticeably less social ease finding the courage to approach her teammate and talk, a girl shaking the hand of an opponent after defeat, a dad showing up to the rink with an “I love ringette” T-shirt. I don’t know about you, but I’m pretty tired of being a “consumer” of heroes. I’d rather be involved in cultivating “heroics.” So my last word and reassuring thought to all those who feel shortchanged and cheated, heroes are defective by design, but heroics are forever. Volunteer in amateur sport and you won’t be disappointed. Dr. Norman Shields Pointe Claire