A journalist at the Mail Online is after some quick comment from (personal) branding and marketing experts on the England Lionesses, ahead of the World Cup, joining a campaign by Bluebella lingerie to encourage teenage girls not to drop out of sport. You can read the initial article here:<a href="https://www.dailymail.co.uk/tvshowbiz/article-12312285/England-Lionesses-Fara-Williams-Reanna-Blades-Womens-World-Cup.html">https://www.dailymail.co.uk/tvshowbiz/article-12312285/England-Lionesses-Fara-Williams-Reanna-Blades-Womens-World-Cup.html</a>&nbsp;The journalist wants to know whether, in your opinion, this sends a positive message, and whether it's the most progressive thing for them to be doing? Any thoughts, whizz them across ASAP as this story is being written now.

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Lionesses branding comment for Mail Online

Being scarred for life from wearing maroon regulation knickers and a sports bra resembling a hammock to hold down my vast bosom, I fail to see the correlation between skimpy underwear and keeping girls in sport. My own sporting career despite these hideous garments took me to an international level, well Scotland if you call that international, and seeing my sporting heroes in pretty underwear would have been confusing rather than motivational.

Kate Allen

Kate Allen is the Founder and Director of Finest Stays, a South Devon based luxury holiday letting agency specialising in handpicked coastal and countryside holiday homes across the South Hams.

As the French national team use deepfake to cement female empowerment in the 21st century through their 2023 FIFA Women’s World Cup ad, here in England, we're catapulting women's empowerment into regression. I can't see the link between encouraging women to do sport and photos that resemble screenshots from a badly made adult film. If the defence for this campaign is body pride, I would argue that it reinforces objectification of the female body, and, off the top of my head, there are at least 10 better ways to send a message that truly inspires and catalyses critical thinking.

Christine Charitonos

Born in New York, raised in Cyprus, educated in Greece and the UK, C now calls London her home for over a decade. Culture, its importance, and preservation is her favorite topic of conversation.

Christine's professional life hasn’t been too dissimilar to her personal - it’s definitely been diverse. From hospitality to the creative industries, she’s held every job under the sun, loves to dip her fingers in many pies, and spin multiple plates at once. If something interests or challenges her, there’s no way she’ll say no. She’s what we’d call the true embodiment of the word “multipotentialite”.

C has never been a 9-to-5 kind of person, so after leaving her full-time job as Creative Director in 2016, she never really looked back. Often the loudest person in the room, she likes to work in structured chaos and is a perfectionist through and through. She doesn’t always play by the rules, so luckily people hire her to make, and then break them. Charm (and curly hair) help too.

Titles she holds: hybrid creative, hustler, home cook, Jane-of-all-trades, whisky buff, fast talker, and avid traveler, just to name a few.

Christine has dedicated most of her life looking for like-minded people, out-of-the-box thinkers; ones that don’t conform to normalcy but come with buckets full of life experience.

Brilliance can be found in the most unpredictable of places, all it takes is knowing where to look.

There is some unconscious bias energy going on here. Positioning skimpy underwear against a traditionally male-dominated sport, and somehow claiming this as female empowerment, plays right into the patriarchal dominance in society. Why do we have to discredit these women's skills and capabilities when they've worked so hard to put women's football on the map? Attaching their achievements to what they look like and how sexually available they appear to be is a step backwards and not the right message for teenage girls to be receiving. Last year, the women's team achieved what the male England team has failed to do since 1966 by beating Germany. What a reductive next step to have taken.

Debbie Porter

The Managing Director of Destination Digital Marketing, the consultancy works on a wide variety of client projects across different industry sectors but specialising in FMCG, retail and consumer brands.  With over 25 years experience in the Internet Industry, Debbie has worked across a large range of digital technologies for business in a wide range of roles. 

Having worked for large companies such as Reed Elsevier, the Daily Mail and BT during her career, Debbie then went on to run her own business and has been running an independent digital marketing consultancy for over 15 years.  


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As a father of a little girl who loves her football, I just hope we can talk more about what is done on the pitch and inspire girls in that way. The team has quality players and great role models that can do their talking on the pitch.

Alex Curtis

On a mission to ensure when someone searches for financial advice they find an adviser not a lead generation company who wants to sell their data.

I show mortgage brokers and financial advisers how to get in front of people who need advice and then convince them why they should pick up the phone.

Through coaching and marketing agency services through my business The Lead Engine

Unfortunately, we live in a world where young girls will drop out of sports as there is an inherent societal pressure to focus on their bodily appearance and image, rather than allowing them to pursue their passions and hobbies that they truly love. I understand the sentiment behind this campaign, they are trying to show that young girls can still look beautiful and play sports. However, this campaign doesn't correlate to their talents or capabilities, which are much bigger than lingerie. You have to ask, who will benefit the most from this, the young girls that they are trying to connect with or the lingerie brand behind the campaign?

Amey Hellen

We are think3, a multiple award winning, full service Creative Agency, independently owned and born in the East Midlands. You can’t do effective marketing until you bridge the gap between creativity and business. That’s where we come in. We take the time to understand you, your business and your customers, only then can our team of commercial, creative and technical minds make it happen for you. Whether you are looking for a new website, developing your brand identity, navigating the world of SEO, or just fancy a natter over a coffee about how to implement a marketing strategy, think3 are here to help. Our passion is working in collaboration with our clients. To see businesses grow with creative ideas supporting their own position in the market. Whether it’s online or offline, we want you to achieve your business goals. Our clients say that we are ‘absolutely amazing’, we ‘understand what they need so well’ offering a ‘fantastic service'. We have fun along the way, just take a look at our social media, but fundamentally we are committed to working together to create brands, websites and content that people just can’t stop talking about.

Lionesses branding comment for Mail Online

5 responses from the Newspage community
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Kate Allen

Owner at Finest Stays

Christine Charitonos

Founder at What Does Not

Debbie Porter

Managing Director at Destination Digital Marketing

Alex Curtis

Founder at The Lead Engine

Amey Hellen

Digital Marketing Executive at Think3

5 responses from the Newspage communityCopy all

5 responses from the Newspage community
Copy all