Lidl on the Ladyball with equality campaign in support of women in sport

Sexist, designed to titillate and with more than a whiff of Mad Men, the clever marketing of a pink “Ladyball” has achieved exactly what its backers desired, a debate on the place of women in sport.

The campaign that sent Twitter into a frenzy on Wednesday, starting with the Youtube launch of the Ladyball as “soft touch, eazi play and fashion driven” had feminists in meltdown. On Thursday, the campaign extended to newspapers, with adverts proclaiming the ball a “revolution in evolution”.