Written by Alyona Golovanyova
For years, the phrase “like a girl” has been used as an insult – whether it be doing something or expressing emotion.
It was meant to imply weakness, struggle and hesitation. Specifically, it is being thrown around on the playgrounds:
“You are playing like a girl”.
Yet, the phrase has undergone a massive transformation with the persistence and discipline of female athletes on the
fields or in the arena. And now the phrase “like a girl” is a badge of honor for women. Despite women’s
groundbreaking achievements in sports, the phrase still continues to resurface, particularly in marketing ads,
diminishing female athleticism.
Women continue to showcase the progress in breaking the world records, achieving major tournament victories and
redefining female athleticism: the Milano Cortina 2026 Winter Olympics stood out as the most gender-balanced
games in history; elite athletes like swimmer Kate Douglass becoming Female Athlete of the Year, setting four world
records; 2025 being one of the biggest years for women’s sports with endless success from female athletes.
Despite these athletic milestones, commercial campaigns still resort to traditional way of depicting women’s bodies
instead of highlighting muscular power, sweat, and training, sparking debate over how women in sports are being
portrayed. With the old-fashioned way of showing “females in sports”, particularly their bodies, the companies claim
that it acts as a commercial hook, demonstrating the persistence of “the male gaze”.
When advertising relies on sexualization to grab attention, it misrepresents what women actually do in sports. It
sends a frustrating message: a woman’s presence in sports is only important if their physical appearance satisfies the
audience. This message sets women back for centuries, where the hard work for women’s rights and equal
representation is undervalued.
Yet, the backlash from not only female athletes, but also non-athlete women, to this trend is profound. Athletes
demonstrate on social media what it means to actually be a female athlete: long hours of sweaty trainings,
recovering from injuries, and persisting despite the struggle and exhaustion. These videos have gone viral, generating
millions of likes and significant support from all over the world.
Women’s sports don’t need outdated sexualization to draw more viewers. Massive increase in global participation
and viewership proves that audience want competition and talent. To play “like a girl” is to honor sacrifice, strength
and dedication to doing the things that you love while achieving great success. It represents physical mastery that is
practiced every day and new role models for young girls wanting to go after their dreams. This is what the phrase
“like a girl” actually means: unshakeable pride.