Bluebella's #StrongIsBeautiful campaign, featuring Team GB rugby stars Jasmine Joyce, Celia Quansah, and Ellie Boatman in lingerie, has been widely criticized as 'sexist' and 'regressive'. Critics, including former Olympians Martina Navratilova, Sharron Davies, and Mara Yamauchi, argue that the campaign sexualizes female athletes and does not encourage girls to stay in sports. Women in Sport and Team GB have also distanced themselves from the campaign, stating it misrepresents their goals and values. Bluebella claims the campaign aims to challenge stereotypes and highlight that strength and femininity can coexist. However, the backlash suggests that many see the campaign as reinforcing harmful stereotypes rather than breaking them. The controversy underscores a broader debate about how best to promote female participation in sports without resorting to sexualization.