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Škoda España reafirma su compromiso con el ciclismo femenino

La marca ha puesto en marcha una iniciativa fotográfica para poner en valor a las mujeres ciclistas.

La compañía de automoción Škoda España es patrocinador de la primera Vuelta Ciclista Femenina de la historia, y lo celebra estrenando una campaña fotográfica para redefinir el concepto de ‘cara de bicicleta’ (bicycle face, en inglés). 

En el siglo XIX la bicicleta empezó a popularizarse entre las mujeres que le otorgaban independencia y libertad, sin necesidad de pedir a nadie que las llevara. De hecho, la bicicleta fue popular entre las sufragistas convirtiéndose en un símbolo. 

Algunos sectores de la sociedad estaban en contra de ello y los médicos de la época inventaron el concepto de ‘bicycle face’, una enfermedad ficticia que supuestamente afectaba a las mujeres que iban en bicicleta. Esta enfermedad provocaba que les aparecieran ojeras, surgieran rasgos faciales masculinos o incluso problemas de depresión, dificultad para amamantar o abortos esportáneos. 

Para redefinir este concepto y para celebrar la celebración de la primera Vuelta Ciclista Femenina, la marca de automoción y la agencia creativa Proximity Barcelona han ideado esta iniciativa para celebrar que las mujeres nunca dejaron de pedalear y que el ciclismo femenino gana terreno. A través de un proyecto fotográfico, se presentan mujeres reales pedaleando en directo, mostrando caras de esfuerzo, sonrisas o la satisfacción de terminar la primera contrarreloj.

Las fotógrafas deportivas  Naike Ereñozaga y Lara Ortiz de Zárate tenían el reto de sacar retratos en movimiento de las ciclistas en plena carrera para mostrar todos los rasgos posibles. 

“Y es que solo con el apoyo de todos conseguiremos que las mujeres, también en el deporte, tengan todo el reconocimiento y la visibilidad que merecen”, señala el director de marketing de Škoda España, Miguel Piwko. La marca es patrocinador también de los equipos de fútbol femenino RCD Espanyol y Valencia CF.

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