A final thrust and he’s stopped the timer. Goggles are pushed up and a quick glance at the board shows him moving into the lead. His momentum carries him towards the TV cameras as he bends down, and in one incredibly smooth movement, releases his bindings and stands up with ski (or skis) held on high, logos facing the camera.
The TV cameras have their first images, so it is time to make sure the stills get theirs. It’s not yet quite time for hugs and congratulations, for pumping fists or high fives. No, not until the skis have been exhibited in all directions. The favored stance: either held horizontally (easy read) or in classic “V” for victory posture. Incredibly, this choreographed sequence has all taken place within 15 seconds of crossing the finish line.
It’s a fine art and it’s worth a lot of bucks. A whole lot of bucks. And it’s tacky, insensitive, immature.
You see this level of commercial exploitation in no other sport. Did you, for instance, see what brand of golf clubs Olazabal used in winning the Masters?
All it would take to get rid of this embarrassment to skiing is for a handful of equipment manufacturers to jointly decide to cut it out and de-program the racers. If each manufacturer went along, none would have an unfair advantage.
And our sport would gain in stature.
—A SAM editorial
