#IOC (International Olympic Contradictions)


Pure Sport, a platform created by sports wear company SKINS, is leading a campaign challenging the International Olympic Committee’s decision to award the 2014 Winter Olympics to Russia. The campaign #IOC (International Olympic Contradictions) will highlight what Pure Sport says is the “hypocrisy and contradiction” within the IOC. It will unfold across primary social media channels for the duration of the games. There has been international concern at some aspects of Russia’s hosting of the games, including recent laws concerning homosexuality and the treatment of black sportspeople in the country.


Pure Sport will roll out a series of messages via its Twitter account highlighting “how fundamental Olympic principles have been compromised and certain social groups left isolated, by the staging of the 2014 Winter Games in Sochi”. Further information has been made available on the Pure Sport website. The messages will include key elements from the IOC charter as well as quotes from officials, with one of the messages to be released quoting the IOC’s declaration that it will “act against any form of discrimination affecting the Olympic movement”.