Leafing through the Title 9 Sports catalog, I have decided that want to be one of these women when I grow up. The women in the pictures are strong, fit, and gorgeous, and they all seem to be having too much fun swimming, surfing, or doing whatever they're doing to look at the camera.
I know it's just advertising, but they don't seem objectified the way I'm used to seeing women in magazines and catalogs, who are almost always looking at the camera with a "love me, adore me" look or glancing at their bodies in ways that seem self-conscious. The one woman who I found in this catalog who looked at the camera seems to be saying "yeah, I rock!" Instead of models, they photograph their own customers wearing the clothes and enjoying them, so maybe that's part of it. There's also something about the way the women are posed and presented that seems designed to celebrate, but not objectify, their bodies.
By the way, if Title 9 would like to send me a huge gift card, I'd happily accept, but this is just fan mail, not an endorsement.