Equal Hoofing


Cheltenham is one of the few sporting events in which men and women compete on equal footing (those of horses…) To celebrate that fact, betting-brand Paddy Power has erected its own version of the renowned ‘fearless girl’ statue that has a home in New York outside the stadium where races are held. It should come as no surprise the brand has named ‘fearless jockey’.

The statue itself is based on a 3D body-scan of one of the sports leading riders – Rachel Blackmore – and comes complete with the inscription “Some jockeys have big balls. Others are just great riders”

What We Like

The brand has managed to authentically celebrate a fantastic part of horse-racing culture – it’s genuine egalitarianism – in a way that doesn’t sacrifice its hard-won cheeky credentials.