The Alpine ski posters and the promotion of equity in sports

Hello everyone, my dear readers! Amandine here, your favorite guide in the fascinating world of interior design. Today, I want to talk to you about a subject that is particularly close to my heart: Alpine ski posters and promoting equity in sports. You might be wondering what these two things have in common, right? Well, hold on tight because we’re about to take a slalom descent through the realms of art, sports, and social justice!

Just imagine yourself for a moment, gliding down the snowy slopes of the Alps, the wind brushing against your face, the powdery snow flying beneath your skis. You feel free, strong, alive. It’s a feeling that everyone should have the chance to experience, don’t you think? And that’s where ski posters come into play.

If you’ve ever visited the Alps during ski season, you’ve probably noticed those colorful posters adorning the ski resorts. They often depict scenes of majestic mountains, daring skiers, and cozy après-ski moments. But have you ever noticed who is being portrayed in these posters?

A few years ago, during one of my many stays in the Alps, I noticed something intriguing. On most of these posters, it’s men who are featured, skiing boldly, while women are often relegated to the background, if they are present at all. It reminded me of a ski race I participated in when I was younger. I was the only girl in my age category, and even though I won the race, some people were surprised that “the little girl” could win.

So, it’s time to change this image. More and more, we are seeing ski posters that highlight female skiers, people of color, and individuals with disabilities. These posters are like small paper revolutions, bold statements that everyone has a place on the ski slopes.

Why is this important? Because sports, and skiing in particular, are wonderful metaphors for life. They require courage, perseverance, and endurance – qualities that we all possess, regardless of our gender, skin color, or physical abilities. By promoting diversity on ski posters, we send a strong message: sports are for everyone.

My dear readers, the next time you go skiing, I encourage you to take a closer look at those posters. Do you see the diversity and inclusion they represent? If so, that’s fantastic. If not, don’t hesitate to voice your opinion. We all have a role to play in promoting equity in sports, even if it’s simply by choosing where we spend our ski vacations.

To illustrate my point, I’d like to share a few concrete examples with you. Take, for instance, this ski poster from the 1990s for the Méribel resort and the 3 Vallées ski area. Back then, it emphasized the prestigious and enjoyable aspects of skiing. Today, ski posters no longer focus solely on the “prestige” factor because skiing is becoming more accessible to everyone.

And it’s not just on the posters that we see this evolution. Concrete actions are being taken to promote equity in skiing. For example, Alpine Canada Alpin’s “Women in Competitive Skiing” program aims to foster equity, diversity, and inclusion (EDI) in the administration of its policies, programs, and activities. It involves empowering girls and women to participate in sports throughout their lives, creating a sense of belonging among women and girls in the skiing community, and providing leadership opportunities for women interested in exploring careers as ski coaches.

This program also aims to encourage women and girls to recognize the importance of sports and to continue participating in them, giving women the tools to reach their full potential in sports and society, and training high-level alpine ski coaches who will act as trainers and mentors for future coaches across Canada. Furthermore, it offers a mentoring program to increase the representation of women and girls in the sport, and provides mentor coaches with the opportunity to attend World Cup and/or Nor-Am Cup events to observe, participate, and learn about the pathway to becoming a high-performance coach.

These initiatives are essential for changing the representation and perception of skiing. They contribute to making skiing a more inclusive and accessible sport for everyone. And this is reflected not only on the slopes but also on the posters that decorate our ski resorts. So, the next time you glide down the slopes, think about everything that lies behind those colorful posters and feel free to share your observations and experiences with me. Together, we can contribute to making skiing more equitable and inclusive.

As always, thank you for reading, and see you soon for new adventures in the world of design and skiing.

Amandine.