New York Times sports reporter Jere Longman doesn't approve of a certain Olympic female track and field athlete. His piece on the front of Sunday's sports section, "For Lolo Jones, Everything Is Image ," rubbed in the fact that Jones hasn't won an Olympic medal, casts doubt on whether she will do so on Wednesday, and sneeringly claimed that Jones "will be whatever anyone wants her to be -- vixen, virgin, victim -- to draw attention to herself and the many products she endorses." Even worse: She's a Christian and fan of Tim Tebow.
A photo caption read: "Lolo Jones has received more attention than any other American track and field athlete based on what some have called a cynical marketing strategy that is long on hyperbole and short on achievement."
Judging from this year’s performances, Lolo Jones seems to have only a slim chance of winning an Olympic medal in the 100-meter hurdles and almost no possibility of winning gold.
Still, Jones has received far greater publicity than any other American track and field athlete competing in the London Games. This was based not on achievement but on her exotic beauty and on a sad and cynical marketing campaign. Essentially, Jones has decided she will be whatever anyone wants her to be -- vixen, virgin, victim -- to draw attention to herself and the many products she endorses.
Women have struggled for decades to be appreciated as athletes. For the first time at these Games, every competing nation has sent a female participant. But Jones is not assured enough with her hurdling or her compelling story of perseverance. So she has played into the persistent, demeaning notion that women are worthy as athletes only if they have sex appeal. And, too often, the news media have played right along with her.
In 2009, Jones posed nude for ESPN the Magazine. This year, she appeared on the cover of Outside magazine seeming to wear a bathing suit made of nothing but strategically placed ribbon. At the same time, she has proclaimed herself to be a 30-year-old virgin and a Christian. And oh, by the way, a big fan of Tim Tebow.
If there is a box to check off, Jones has checked it. Except for the small part about actually achieving Olympic success as a hurdler.
Then Longman really got tough, comparing Lolo Jones to former tennis star Anna Kournikova, a beauty who apparently disgraced herself by only making the top 10 in the world tennis rankings.
“It reminds me of Anna Kournikova,” said Janice Forsyth, the director of the International Centre for Olympic Studies at the University of Western Ontario.
This was a reference to the former Russian tennis player whose looks received far more attention than her relatively meager skills.
“It’s really a sad commentary on the industry Lolo is in,” Forsyth said. “Limited opportunities are there for women to gain a foothold unless they sell themselves as sex kittens or virgins for sale. I don’t know if this is Lolo being Lolo or part of a marketing scheme to remain relevant in an Olympic industry where if you are not the Olympic champion, you are nothing.”
The Times liked Forsyth's catty comments so much they were blared in a banner over Longman's piece. He even faulted Jones for her confessional mode, which is usually catnip for sports media:
Yet [fellow Olympian Dawn] Harper acknowledged being startled by the extent to which Jones has revealed details about her own dissolute childhood in Des Moines. Her father spent time in prison. Her family lived for a period in a Salvation Army basement. She had a brief and desperate career as a child shoplifter.
“I’ve had family issues as well, but I’m not willing to say all of them just so it can be in the papers,” Harper said. “I don’t want that for myself or my family.”
In June 2010  Longman signed on to arguments by French socialists who blamed the failures of the French soccer team on President Nicolas Sarkozy: "Some opposition politicians said the players' behavior represented the selfishness fostered by the governance of President Nicolas Sarkozy, who had been called President Bling Bling for his flashy style."
Jay Nordlinger at National Review  found Longman offensive:
"The author refers to Anna’s 'relatively meager skills.' Yeah, relatively meager compared with like four other women in the whole wide world....[NR's Patrick Brennan] calls the Times piece 'shockingly mean-spirited.' I agree. Frankly, I’m not sure that the Times has ever run so negative a piece about Fidel Castro -- a man who has presided over a totalitarian dictatorship with a gulag since 1959....[Jones is] an Olympic hurdler....she won three NCAA titles. Then national titles. Then world titles. She holds the American record in the 60-meter hurdles."
After stumbling four years ago, she is back on her feet, back in the Games. Back in position to be appreciated for her athletic skill, not merely her sex appeal. Back in position to undress her opponents, not herself.