Business Case Studies & Business Publications

Norwegian Women's Beach Handball: Buckin...

Freeman, R. Edward...

Case

Norwegian Women's Beach Handball: Bucking the Bikini Bottoms

Freeman, R. Edward; Mead, Jenny; Liedtka, Jeanne M.; Grushka-Cockayne, Yael; Elias, Allison

E-0492 | Published March 1, 2023 | 7 pages Case

Collection: Darden School of Business

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In the summer of 2021, as they prepared for the European Beach Handball Championship, the Norwegian women's beach handball team rebelled against wearing bikini bottoms as part of their uniforms. The bottoms had been imposed as part of dress code for women by the International Handball Federation (IHF) despite the fact that they were impractical and, members of the team thought, degrading. The players wanted to wear shorts instead, but knew that if they did, they would risk possibly having to forfeit the game or be fined. As the championship grew closer, the players had many discussions about whether they would follow the IHF rules or wear what was more practical, effective, and less sexist during the games. This case covers other gender-based outfit issues in sports and widens the lens to other industries, including aviation, politics, and entertainment, where dress codes have adversely affected women.