Tom Simmons

BA (Hons) Graphic Design 2013

Camberwell College of Arts


  • Lets Kick Sexism out of Sport


Graduated in 2013 with a BA (Hons) in Graphic Design from Camberwell College of the Arts.

My final project of my University degree was an in depth study of sports and how it is marketed at the current consumer (2012-2013).

I investigated the emotions involved, connotations/stereotypes with sportspeople and associations given to particular sports, sporting apparel's impact in the fashion industry and eventually my research led me to women, their involvement in sport and their projected importance for the future.

The internet allows all voices to be heard and has given a platform for them voices to meet and magnify into an undeniable movement that demands action.

I interviewed Women's rights campaigners and feminist groups to take their views into a male dominated industry.

Lets Kick Sexism out of Sports is my final outcome to an investigation into the discrimination against women in sports and is currently exhibited at the BA Graphic Design final Degree 2013. The idea was to run parallel with the existing 'Let's Kick Racism Out of Football,' to help bring the movement to a universal campaign for global equality.

While empowering and celebrating women in sports is great, I feel as though brands will not use this as an opportunity to recruit and inspire aspirational young girls into sports.

My findings demonstrated women in sports facing the public eye fell into more of a lifestyle category and were marketed to sell leisurewear as opposed to being celebrated for their achievements/independence/just being a badass. This was something that I looked to distort.

By playing on sexual stereotypes and everyday forms of sexism, the campaign forces the public to question their own perspectives and ways of thinking.



Summer Shows

Summer Shows logo

Join us to celebrate creativity and spot the stars of the future this summer. Eclectic exhibitions of art, design, fashion, communication and performance are taking place at sites across London from April to September and are free to attend.

More information

Camberwell College of Arts

Camberwell College of Arts logo