During the two weeks of the games, female athletes will get more screen time than they usually do—the rest of the year, all but four percent of airtime is dedicated to male athletics. In that short period of time, each Olympian needs to capitalize on media exposure and endorsements to fund the next four years of training. For women this has traditionally meant playing up sex appeal. These efforts can earn sponsorships—though not nearly as many as the men get. But once she understood that the issue which includes both men and women was about strength not sex, she agreed. The bodies ESPN the Magazine features stray from the skinny, large breasted women you typically see on the covers of magazines in grocery stores.
10. Amy Acuff
The website, AdMe. Welcome to feminism, Russia style. But the goalie looks anything but tough in flimsy black lingerie, her helmet discreetly held in her lap in place of a fig leaf. Alexandra Saitova , a curling champion, is ready for the cabaret, with a microphone positioned just short of nasty, while Yelena Nikitina makes it look as if stilettos are totally de rigueur for skeleton. Most of the women from other countries are disappointingly modest, however — with a few notable exceptions. What has attracted attention with the Russian athletes is not so much the scantiness of the attire as the blatant sexuality of the poses. Those days are long gone, of course, and Leninist puritanism seems to have gone out the window along with the red stars on the Kremlin towers.
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