Once
upon a time, in a world dominated by men, there were sports-and
there were women's sports. Thankfully, that senseless
division ended in July 1999, when the U.S. women's soccer
team won the Women's World Cup. It was the most watched
soccer game in U.S.
network television history, boasting almost double the
viewership of the 1998 men's cup.
Instead
of applauding the team's victory, the media couldn't
stop buzzing about the so-called indiscretion of player
Brandi Chastain. After scoring the winning goal, Chastain
triumphantly pulled off her shirt, exposing (gasp!)
her stomach and a modest Nike sports bra.
But
the success of the U.S. Women's Soccer Team has nothing
to do with the role of sexuality. People were tuned in
before Chastain took her shirt off, not after. Most likely,
it was the team's reputation of collaboration, grace,
humility and skill that had the world watching in awe.
In
an effort to capitalize on the hoopla, Nike has dubbed
one of its sports bras "The Chastain." Hopefully this
will prove that women don't need to be shown in passive,
corpse like positions to sell products. If this doesn't
convince them that that women exuding strength and determination
can mesmerize a buying population, nothing will. Brandi,
thanks for the mammaries. --Pia Guerrero
