Breastfeeding flashmob protests at Brighton Sports Direct

Posted On 07 May 2014 at 8:11 am
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Angry mothers took over a section of Brighton’s Sports Direct store in North Street, to protest at the company’s stance on breastfeeding.

breastfeeding flashmobApproximately 25 mums with babies, plus supporters, breastfed infants on Tuesday, May 6, as bemused staff looked on.

Organiser Stacie Madden was delighted so many people turned up. The mother of one from Elm Grove said:”It felt really peaceful. It was a quiet, controlled but purposeful protest.

“We want Sports Direct to apologise and retrain their staff. It’s important to raise awareness of women’s rights to feed in public and make people realise breastfeeding is normal and natural.”

Protests have taken place at Sports Direct stores across the country after a young mother was told to leave the Nottingham store while breastfeeding her three-month-old baby.

Staff told her it was against the company’s policy and she had to feed her child outside in the rain while her father shopped.

Sports Direct has not apologised and maintains a policy of silence on the matter by refusing to comment about protests.
Post on the company’s Facebook page have been hijacked by breastfeeding supporters demanding an apology.
  1. ian killmister Reply

    What strange behaviour . I am sure ALL their little ones will look back in years to come and say ” MUM ? What on earth were you thinking ? ” There is this STRANGE assumption that getting your breasts out in public is ok yet page three is bad . THIS is the LEGACY of twelve years of LABOUR government . The right of the baby to feed ? Public nudity , I say , backed up by baby’s needs ! So what if you got a kid ??? Maybe YOU should think of those who , for what ever reason , cant have kids . And remember …… WE were NEVER beast fed in PUBLIC . My MUMMY had morals . luv to all , especially the lil babies :)lemme

  2. ian killmister Reply

    What strange behaviour . I am sure ALL their little ones will look back in years to come and say ” MUM ? What on earth were you thinking ? ” There is this STRANGE assumption that getting your breasts out in public is ok yet page three is bad . THIS is the LEGACY of twelve years of LABOUR government . The right of the baby to feed ? Public nudity , I say , backed up by baby’s needs ! So what if you got a kid ??? Maybe YOU should think of those who , for what ever reason , cant have kids . And remember …… WE were NEVER beast fed in PUBLIC . My MUMMY had morals . luv to all , especially the lil babies :)lemme

  3. cariann Reply

    Well done Lady’s we have a rite to feed our baby’s wherever we are!!! They have a rite not to have to eat on top of the toilet in some lame bathroom!!

  4. cariann Reply

    Well done Lady’s we have a rite to feed our baby’s wherever we are!!! They have a rite not to have to eat on top of the toilet in some lame bathroom!!

  5. ian killmister Reply

    I tend to eat at home . . or at a pub , or restaurant or fast food establishment . I DO NOT EAT IN SPORTS DIRECT ! If you choose to eat in a toilet then you are a loony OR a bit weird . BUT I have left restaurants before AND refused to pay ( after 8 pm ) when babies are breast fed at a table . Sports shops and adult time are NOT REALLY baby time , are they ? My MUM says they are all exhibitionists and have NO respect for their babies . oh , and ” cariann ” , your spelling , diction and punctuation use are bad .You may benefit from some adult courses . You can ask about them at the next mother/baby meeting 🙂 I cant see ” Dr Lucas ” breast-feeding in Sports Direct . Come on ladies . BEHAVE LIKE LADIES . please . Luv to all , especially the lil babies ( they knoweth not what they do ) , Lemme

  6. ian killmister Reply

    I tend to eat at home . . or at a pub , or restaurant or fast food establishment . I DO NOT EAT IN SPORTS DIRECT ! If you choose to eat in a toilet then you are a loony OR a bit weird . BUT I have left restaurants before AND refused to pay ( after 8 pm ) when babies are breast fed at a table . Sports shops and adult time are NOT REALLY baby time , are they ? My MUM says they are all exhibitionists and have NO respect for their babies . oh , and ” cariann ” , your spelling , diction and punctuation use are bad .You may benefit from some adult courses . You can ask about them at the next mother/baby meeting 🙂 I cant see ” Dr Lucas ” breast-feeding in Sports Direct . Come on ladies . BEHAVE LIKE LADIES . please . Luv to all , especially the lil babies ( they knoweth not what they do ) , Lemme

  7. Catherine Reply

    Ian –
    (leaving aside the nasty tone of your comments, and your preaching about morality alongside your admission to stealing food from a restaurant!!)
    You don’t seem to have much understanding that babies need to eat/drink their milk quite often. You’re absolutely right that we shouldn’t feed our babies (or ourselves) in toilets – but WHERE DO YOU SUGGEST WE GO? According to the Department of Health and World Health Organisation, exclusive breastfeeding (a diet of breastmilk only) is best for babies’ health for the first 6 months, and carrying on breastfeeding alongside giving other foods gives health benefits for at least 2 years. Should we be virtually housebound?
    Women have a legal right to breastfeed their babies in public places, if they want to. This helps give breastfeeding mums freedom to live normal lives – and helps us to continue breastfeeding for as long as we choose to, instead of having to cut down or give up because of fear of public bullying.
    Sadly some people have a problem with this, and harassment of breastfeeding women still happens, like in Sports Direct recently.
    We stand up against it because bullying is wrong, sexism is wrong, treating breasts as ‘naughty’ sex-objects is immature, isolation of new mums is harmful, and breastfeeding is good for babies’ health.

  8. Catherine Reply

    Ian –
    (leaving aside the nasty tone of your comments, and your preaching about morality alongside your admission to stealing food from a restaurant!!)
    You don’t seem to have much understanding that babies need to eat/drink their milk quite often. You’re absolutely right that we shouldn’t feed our babies (or ourselves) in toilets – but WHERE DO YOU SUGGEST WE GO? According to the Department of Health and World Health Organisation, exclusive breastfeeding (a diet of breastmilk only) is best for babies’ health for the first 6 months, and carrying on breastfeeding alongside giving other foods gives health benefits for at least 2 years. Should we be virtually housebound?
    Women have a legal right to breastfeed their babies in public places, if they want to. This helps give breastfeeding mums freedom to live normal lives – and helps us to continue breastfeeding for as long as we choose to, instead of having to cut down or give up because of fear of public bullying.
    Sadly some people have a problem with this, and harassment of breastfeeding women still happens, like in Sports Direct recently.
    We stand up against it because bullying is wrong, sexism is wrong, treating breasts as ‘naughty’ sex-objects is immature, isolation of new mums is harmful, and breastfeeding is good for babies’ health.

  9. Peter Reply

    Ian, might be worth getting your thoughts checked out with a qualified person who could shed some light on your issues.

    These days it’s accepted (and hopefully widely embraced as a concept) that women can breast feed when nature demands, because it’s a natural act.

    Its now part of Law, I understand, that it’s not allowed to discriminate against the act of breast feeding. Sorry you feel that it isn’t acceptable, hope you can reconcile your feelings on further reflection. Peter

  10. Peter Reply

    Ian, might be worth getting your thoughts checked out with a qualified person who could shed some light on your issues.

    These days it’s accepted (and hopefully widely embraced as a concept) that women can breast feed when nature demands, because it’s a natural act.

    Its now part of Law, I understand, that it’s not allowed to discriminate against the act of breast feeding. Sorry you feel that it isn’t acceptable, hope you can reconcile your feelings on further reflection. Peter

  11. Ali Dale Reply

    1-There is nothing exhibitionist about breastfeeding. If you have personal issues with babies feeding naturally, don’t look. Simple. The flash mob is exhibitionist-it is a response to an unacceptable prejudice and designed to raise awareness by achieving publicity.
    2-Babies eat breastmilk. They can’t get it in a pub or fast food restaurant. When babies need to eat they need it immediately wherever the mother happens to be. The World Health Organisation recommends breastfeeding exclusively for six months then continuing for two years as the nutritional and child health benefits are well researched and extremely positive. Women cannot stay in the house for two years at the risk of offending someone who simply hasn’t grown up in an environment where it is recognised that breastfeeding is normal and healthy.
    3-I have just had another close look at the photo, I can’t see a single exposed breast. All the women are modestly dressed.
    Speaking of adult education, you may benefit from educating yourself about the importance of breastfeeding. It would be wonderful if you could learn to support women in their choice to give their babies the best and healthiest start in life that they possibly can.

  12. Ali Dale Reply

    1-There is nothing exhibitionist about breastfeeding. If you have personal issues with babies feeding naturally, don’t look. Simple. The flash mob is exhibitionist-it is a response to an unacceptable prejudice and designed to raise awareness by achieving publicity.
    2-Babies eat breastmilk. They can’t get it in a pub or fast food restaurant. When babies need to eat they need it immediately wherever the mother happens to be. The World Health Organisation recommends breastfeeding exclusively for six months then continuing for two years as the nutritional and child health benefits are well researched and extremely positive. Women cannot stay in the house for two years at the risk of offending someone who simply hasn’t grown up in an environment where it is recognised that breastfeeding is normal and healthy.
    3-I have just had another close look at the photo, I can’t see a single exposed breast. All the women are modestly dressed.
    Speaking of adult education, you may benefit from educating yourself about the importance of breastfeeding. It would be wonderful if you could learn to support women in their choice to give their babies the best and healthiest start in life that they possibly can.

  13. ian killmister Reply

    I have many male and female friends who actually agree with me on this . We are over FORTIES , with old school attitudes . However , MOST do not feel comfortable discussing anything like this subject because of POLITICAL CORRECTNESS . The fact that ANOTHER human being MAY have an alternative point of view is really BEYOND many . We grew up in the sixties and seventies where it was commonplace to go TOPLESS onthe beach yet considered BAD taste to breastfeed in public . loony or fact ? FACT . Just because things have changed DOES NOT MEAN THEY ARE CORRECT . I am not discriminating . I merely have an opinion . Does anyone stop to think of the CHILDLESS who have this stuff thrust on them daily ? Life goes on . And by the way , the restaurant manager agreed with me that a baby should not be out that late , after 8 . And that you should ASK before you do . THAT is what it is all about . RESPECT FOR OTHERS . I would NEVER harass a woman breastfeeding in public . I , actually turn my back . MODESTY . Lastly , ( and you’ll love this ) I was NOT breastfed as I was adopted . My mummy did not want me . Love the feedback and love to all . Lemme

  14. ian killmister Reply

    I have many male and female friends who actually agree with me on this . We are over FORTIES , with old school attitudes . However , MOST do not feel comfortable discussing anything like this subject because of POLITICAL CORRECTNESS . The fact that ANOTHER human being MAY have an alternative point of view is really BEYOND many . We grew up in the sixties and seventies where it was commonplace to go TOPLESS onthe beach yet considered BAD taste to breastfeed in public . loony or fact ? FACT . Just because things have changed DOES NOT MEAN THEY ARE CORRECT . I am not discriminating . I merely have an opinion . Does anyone stop to think of the CHILDLESS who have this stuff thrust on them daily ? Life goes on . And by the way , the restaurant manager agreed with me that a baby should not be out that late , after 8 . And that you should ASK before you do . THAT is what it is all about . RESPECT FOR OTHERS . I would NEVER harass a woman breastfeeding in public . I , actually turn my back . MODESTY . Lastly , ( and you’ll love this ) I was NOT breastfed as I was adopted . My mummy did not want me . Love the feedback and love to all . Lemme

  15. mr Smith Reply

    I have many male and female friends who actually agree with me on this . We are over FORTIES – .. this is something VERY SILLY breast feeding is natural Ian must want mums to walk about with bottles of formula or expressed milk . i remember the scare stories about plastic containing some toxins and babies plastic teet causing “health issues many many years later” PLUS Ian have you lugged around a baby who needs feeding BREAST is best less pollution too LOL . lets hope the mums did not all use them disposable nappies ” real nappies? … You can contact them through their email at info@brightonclothbots.co.uk.

  16. mr Smith Reply

    I have many male and female friends who actually agree with me on this . We are over FORTIES – .. this is something VERY SILLY breast feeding is natural Ian must want mums to walk about with bottles of formula or expressed milk . i remember the scare stories about plastic containing some toxins and babies plastic teet causing “health issues many many years later” PLUS Ian have you lugged around a baby who needs feeding BREAST is best less pollution too LOL . lets hope the mums did not all use them disposable nappies ” real nappies? … You can contact them through their email at info@brightonclothbots.co.uk.

  17. Simon Reply

    Ladies please,on behalf of all level headed people out there, I beg you, ignore what Ian Killjoy has said!

    Ian, I am childless, & I’d even admit to being quite a voyeuristic pervert at times! However, when I see a woman breastfeeding I feel nothing but admiration. This person is bringing up a child, right in front of me! It’s wonderful! Most importantly, it’s completely natural.
    The fact it makes you & many other conservative thinkers feel uncomfortable is a vestige of your upbringing & the beliefs of the past. The world is growing up Ian, we’re learning to question the doctrine of the people (like you) that have ingrained perceptions of right & wrong (as our children will do to us one day.)
    I suggest if you still feel uncomfortable with women breastfeeding in public, that you go to your nearest zoo & picket for all the mammals to have clothing covering their breasts… Imagine a hippo with a boob tube, I can’t wait…

  18. Simon Reply

    Ladies please,on behalf of all level headed people out there, I beg you, ignore what Ian Killjoy has said!

    Ian, I am childless, & I’d even admit to being quite a voyeuristic pervert at times! However, when I see a woman breastfeeding I feel nothing but admiration. This person is bringing up a child, right in front of me! It’s wonderful! Most importantly, it’s completely natural.
    The fact it makes you & many other conservative thinkers feel uncomfortable is a vestige of your upbringing & the beliefs of the past. The world is growing up Ian, we’re learning to question the doctrine of the people (like you) that have ingrained perceptions of right & wrong (as our children will do to us one day.)
    I suggest if you still feel uncomfortable with women breastfeeding in public, that you go to your nearest zoo & picket for all the mammals to have clothing covering their breasts… Imagine a hippo with a boob tube, I can’t wait…

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