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Russian Supermodel Propels Sochi Paralympics to Record Sales

Published: March 12, 2014 (Issue # 1801)



  • Natalia Vodianova has helped the Paralympics Games be the first to break the barrier of 300,000 tickets sold, 20 percent more than the previous record set by Vancouver 2010.
    Photo: Vladmir Astapkovich / © RIA Novosti

With her willowy figure and smouldering stare, supermodel Natalia Vodianova is the epitome of modern beauty for many in her native Russia. But what if she had a prosthetic leg?

That was just one of the probing questions Paralympic organizers have asked of Russians, challenging assumptions in a country where disabled people are often on the margins of society, as "invalids" rather than as protagonists in their own lives.

Related: Sochi Paralympics Herald Sea Change for Russia’s Disabled – IPC

Education programs in the run-up to the Paralympics have emphasized the similarities between disabled people and the rest of society and presented them as athletes to be respected rather than victims to be pitied.

The strategy seems to have paid off: On Tuesday, organizers announced the March 7-16 Games are the first to break the barrier of 300,000 tickets sold, 20 percent more than the previous record set by Vancouver 2010.

“We had to educate a lot of people in the Paralympic Games and the Paralympic values,” Sochi 2014 organizing committee vice-president Alexandra Kosterina said.

Related: Paralympics Put Focus on Russia’s Disabled

“Natalia Vodianova, she is an ambassador for the Paralympic Games and she invested a lot of her time, a lot of her energy in promoting Paralympic values and the Sochi 2014 Paralympic Games.”

Vodianova, 32, was the face of the Games in one of the advertisements created by organizers, staring into the camera as various Winter Paralympians are shown competing. At the end of the clip, the camera pans out to show Vodianova with an athlete’s carbon-fiber prosthetic leg, an image apparently achieved with the aid of computer trickery.

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ALL ABOUT TOWN

Sunday, Dec. 21


The Zenit St. Petersburg basketball team returns to the northern capital this evening for a matchup with Krasny Oktyabr, a Volgograd-based basketball club. Tickets for the game, which tips off at 6 p.m. this evening, can be purchased on the club’s website or at their arena, Sibur Arena, on Krestovsky island.


Satisfy your sugar cravings during Sweet New Year, an ongoing seasonal festival at the Raduga shopping center. Each weekend of December will welcome hungry visitors to taste hundreds of different kinds of desserts. Workshops are open to visitors and seasonal gifts can also be purchased for those rushing to finish their New Year shopping.



Monday, Dec. 22


Pick out the latest fashions as holiday gifts for loved ones or as early presents for yourself during the Christmas Design Sale at Kraft on Obvodny Kanal, starting on Dec. 20 and continuing through Dec. 27. Designer clothes will be on sale every day of the week or you can buy something more festive to decorate the home while sipping on hot coffee and perusing the various master classes.



Tuesday, Dec. 23


Meet Arctic explorers Fedor Konukhov and Viktor Simonov during SPIBA’s and Capital Legal Service’s event “Arctic Expedition” this morning in the Mertens House business center at 21 Nevsky Prospekt. The meeting will discuss the explorers’ ongoing eco-social project and how companies can use the project as a unique marketing opportunity. Email office@spiba.ru by Dec. 22 if you wish to attend.



Wednesday, Dec. 24


The Anglican Church of St. Petersburg we will be holding a Christmas Eve service at 7 p.m. led by Rev Wm. Shepley Curtis of the Episcopal Church. The service will be held at the Swedish Church at 1/3 Malaya Konyushennaya Ulitsa.



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