Three-time world champion surfer Cori Schumacher has delivered a petition to surfwear company Roxy in a bid to stop them using sex appeal to sell clothing.
The 20,000-signature petition was prompted by a promotional video that showed Australian surfer Stephanie Gilmore lying on her bed in her underwear.
In July Schumacher told ninemsn that Roxy was giving an "unapologetically sexualised image of female surfing".
Now Schumacher has delivered the petition to the Californian company to try and get them to focus on athleticism in their advertisements.
"As a lifelong surfer, I've seen the sexism and objectification women face on a daily basis in this sport," she told the Los Angeles Times.
"Roxy's recent ad ... reinforces the inequalities women face in surfing and other sports.
"Surfing should be a place where women can show they're strong and powerful."
Roxy or its parent company Quiksilver has not commented on the petition.
Author: Nick Pearson. Approving editor: Matt Khoury.