She’s too sexy for my shirt
‘Sexist’ kit ad binned after dad complains
A SPORTS shop chain has removed a photo advertising Scotland’s football strip amid claims it is sexist.
JD Sports came under fire after using a model posing provocatively in ripped jeans to sell the female version of the official shirt.
Pictures of the men’s and children’s versions were presented in a more traditional standing pose.
Father-of-two Simon Kemp complained about the image and the Scottish FA asked JD Sports to remove it, which they did. The dad was disgusted when he spotted the photo after going online to buy new Scotland tops for his family.
Simon is taking his daughter – a keen footballer – and his son to France in June to watch Scotland v England at the Women’s World Cup.
He tweeted: “Looking forward to taking my kids to the Women’s World Cup and thought I would buy new shirts for us all.
“So please explain why the official seller @JDSports has presented the boys and men as athletes, yet the female model is more ‘traditional’. #everyday sexism”
He added: “My daughter plays football, as do thousands of girls. What kind of example does this set for them?”
Simon also complained that kits are sold for men, women and boys, as opposed to children. The business development manager from Argyll and Bute added: “Female footballer players are competing at a
professional level but that photo was harking back to the 70s.”
A Scottish FA spokesman said: “As soon as this was brought to our attention, we contacted JD Sports to request its removal.
“We are absolutely committed to further strengthening equality and diversity in Scottish football and promoting the girls’ and women’s game.”
A JD Sports spokesman said: “Our guidelines have been reviewed to ensure this doesn’t happen again.
“We remain committed to promoting and supporting the Scotland women’s teams in the build-up to the Women’s World Cup and apologise for any upset this has caused.”