Shifting Perspectives Within the Sports and Fitness Industries

Serena’s spot with Nike shows a massive change in how women are regarded here

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A 1927 New Yorker article advertised a women’s fitness salon offering “a rather sweeping program of making a new and perfect woman of you.” Back then, women’s fitness was initially marketed toward the affluent, women who barely broke a sweat since sweating profusely was for the working class. These were amateur athletes swanning about in lady-like (read: socially approved) sports such as field hockey, golf, tennis and swimming.