Sports giant forced to take down ‘sexist’ and ‘semi-porn’ ad for football kit

The official retailer of Scotland’s football strip has agreed to calls by the national FA to remove a “sexist” and “semi-porn” advert for the kit.

The demand followed a dad’s complaint about JD Sports’ photo, in which a model posed provocatively in ripped jeans to sell the shirt’s female version.

Fan Simon Kemp is taking his son and daughter to the Scotland v England Women’s World Cup tie in France this June and went online to buy them tops.

He asked: “Why has official seller JD Sports presented boys and men as athletes, yet the female model is more ‘traditional’?


"My daughter plays football, as do thousands of girls. What kind of example does this set them? It’s everyday sexism.

“Female footballers now compete at pro level but that photo harked back to the 1970s.”

The business manager, from Argyll and Bute, also complained that kits are sold for men, women and also “boys”, not “children”.

The image sparked fury, with claims that it was “semi porn”. Both the SFA and JD Sports apologised for any offence.

The retailer, now using a new ad, said: “Our guidelines have been reviewed.”

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