View From the Spire: Has LPGA sexiness gone too far?

Author: Ashley Crain @ Golfweek

At some point, there is going to have to be a limit to all this sexiness in women’s golf.

Sure, the ladies on tour are fitter than ever and some seem to more resemble runway models rather than golfers. However, these days the tradition and talent is slipping away one inch and color palette at a time.

What brought me to this conclusion was not only Thursday’s first round of the Wegmans LPGA Championship at Locust Hill Country Club in Rochester, N.Y., but the LPGA season thus far. The girls are amping up the sex factor to unusual heights.

It wasn’t one player in particular that caught my eye but most of the players that have me thinking this way. It covers everything from accessories to belly-button-peeking polos to bikini-bottom skorts.

Sure, sex sells and it’s fun to feel sexy. But the sexy elegance of the Jan Stephenson and Laura Baugh era is only a sweet memory.

Where did it all go wrong?

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Natalie Gulbis spiced things up with her 2001 LPGA debut and brought a whole new meaning to short skorts and endorsement contracts. This helped the tour but opened a door for a bunch of fairway faux pas. The Gulbis era branched out on vibrant colors and the overzealous earrings, makeup, nails and fashion-framed sunglasses.

This leaves us all wondering if the ladies are more worried about their appearance than their golf games – not that there’s anything wrong with that. Because if the saying, “look good, feel good, play good” proves true, then why the heck not?

Believe me when I say that I am someone who condones sexiness in sport and femininity to the extreme – I live by it. I just don’t want sexy and wild to take away from the soaring talent of these young ladies and the elegance and tradition that we once had in the sport.

I am not saying bring back the Bermuda pleated shorts and Daddy’s polos look, just something sexy yet tasteful. Think of Anna Rawson and Paula Creamer when choosing your next fairway outfit.

Is that so much to ask?

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About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

One Response to View From the Spire: Has LPGA sexiness gone too far?

  1. Tom says:

    Given that the traditional view on ladies golf is that of older generation women in frumpy clothes, I think that for the development and evolution of this side of the game it is important that golf can be viewed as sexy and fun, which will in turn bring further generations over to the game. Fashion creeps into every sport, rugby and hockey included so why shouldn’t golf be included in this?

    Mens golf fashion has been revolutionised over the years and it is now commonplace to see brightly coloured trousers, shirts, belts and shoes – why should the women be criticized for adopting their own approach?

    I will concede that bikini-style shorts is perhaps one step too far! Imagine the views expressed in the spikes bar of the R&A if that were ever allowed to grace the hallowed turf of the Old Course!

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