Football has always been marketed as a sport that brings together people from all over the world. FIFA being the all-encompassing body for international football has fought against racism to make the sport more inclusive. In addition to that, it has taken a strong approach against bullying on and off the field, and smoking in the stands as well, so that people can enjoy the game. However, one lingerie brand tried to sell football in an oddly sexist way.
According to the Daily Mail, a Mexican underwear brand has chosen to release a limited World Cup edition panties for women. The specialty about them is that they vibrate.
The company in question is called Vicky Form and it has released an ad that shows a woman who’s clearly angry about his boyfriend’s obsession over football. Then a couple of scientists come over and give her a pair of panties and make the couple watch football. And the girl notices that every time a player gets close to the goal or scores, the panties vibrate, thereby giving her pleasure.
Now, I know that vibrating panties are used as sex toys. However, this is not the same thing because the brand’s CEO, José Zaga has said that this his way of making women get interested in the game. And that assumption most certainly comes from the fact that women are not interested because it’s their choice to not be interested. But because they don’t get enough “pleasure” out of watching it.
Check out the advert for yourself: