ABSTRACT
In early 2008, a new Reebok commercial aired across the United States. In it, an attractive young woman in a halter-top emblazoned with the logo for the New York Giants opens the door to her apartment to greet her guest, a sultry blonde wearing a feminine Giants jacket. The two women exchange a complex and well-rehearsed handshake. The next guest, another attractive, young, female Giants fan, is welcomed with a separate yet equally complicated set of hand gestures, culminating with a kiss on the cheek and a slap to the bottom. The last party-goer to arrive is conspicuous in her attire; rather than the Giants’ blue, this attractive young woman is wearing—gasp!—the green of archrival New York Jets. The two women look each other up and down before the host utters a cold and dismissive “Sheila.” As the women continue to give each other the evil eye, viewers hear the sound of a cat meowing. Text on the screen reads, “Be a woman. Be a fan.” The commercial fades to black as white text informs us that Reebok, then the “official outfitter of the National Football League,” is introducing NFL apparel for women.
