On the occasion of the “Reinvented Machine” campaign launched by Nutrimuscle, the Alice Milliat association is committed to making the presence of women in sports facilities more visible. Through this initiative, the issue of representation and legitimacy is raised. Tess Harmand, the association’s development director, decrypts the challenges.
In sports facilities, the pictograms are mostly male. Why is this graphic detail an important issue? There is a real issue of representation, which corresponds to the message of the campaign that Nutrimuscle has worked on and that we fully support: making something visible so that it can become a model and inspire vocations. In the world of sports, whether in practice or in the presence of women in the media or in certain positions, there is a need for greater visibility.
The collaboration between the Alice Milliat association and Nutrimuscle began a few months ago around an event called “Post Workout” in October, dedicated to women in sports. This collaboration aligns with the brand’s desire to work more on the role of women in sports, as there is a growing interest among women in disciplines that were historically less open. This collaboration aims to work on various projects in the long term.
According to you, how can this campaign change the perception or sense of legitimacy in a sports facility? The campaign has sparked reactions, both positive feedback from women and debates among male practitioners who do not see the value in this modification. This creates a space for dialogue on a sensitive issue regarding gender representation in sports.
How can this initiative be sustained beyond March 8th? The campaign was launched at a time when these messages may have a larger impact in the public debate, but they can continue to live on. The pictograms can be replaced or discussed throughout the year, and sports clubs have a role to play in evolving perceptions.
In addition to the campaign, there was the creation of the “Reinvented” t-shirt, featuring a feminine figure, challenging the masculine image associated with the brand. The proceeds from this initiative go to the Alice Milliat association, allowing for concrete actions against sexism in sports, youth education, and collaboration with federations, contributing to broader changes in the sports ecosystem.
What role can different actors play in advancing equality in sports? Working collectively is key to promoting equality through sports. Each individual, regardless of their sector, can contribute to using sports as a lever for greater equality. It is important for more actors to engage in these issues, through communication initiatives and investments in projects. Equality is a team effort that requires everyone’s participation.
