Girls of ISPO 2012 – Sex STILL sells

Last year we noticed that a lot of snowboard companies at the ISPO tradeshow were using the oldest trick in the book to sell their wares: Get some hot girls to hand out flyers, stick even more boobs on the graphics, and in Ride’s case – even turn your entire stand into a live strip club. Sex sells, right?

There was quite a lot of negative feedback from the female shred community at the time, so we thought this year’s show might be different. Time to grow up and focus on the technical superiority of your product, yeah? Er, clearly not. This year’s show featured more flesh than the pit wall of the Moto GP. Here’s a rundown of the serial offenders…

So, it seems the girls of ISPO are here to stay. What do you think? Harmless fun or insult to female riders everywhere? Let us know what you reckon. Oh, and if you’re actually interested in looking at all the new kit and not just arse, then check out our full round-up of the 2012-13 snowboard gear.