Making it "girlier" for what?

Alright... I'm a little ticked off.  I might need someone to convince me to step away from the ledge. 

I'm sick of seeing media prints or commercials or even blogs now that feature women in sport with a sprinkling of "girlie-girl".  For example, back in the late 90s and early 2000s Nike began featuring print ads in magazines featuring women playing sports.  These images were accompanied by a small caption, usually saying something along the lines of "I paint my toe nails" or "I like pink." 

I recently just discovered a blog where a young female, who works in a male-dominated sector of sport, write about her opinons and thoughts on hockey.  So she appropriately named her blog "Pink Hockey Tape". 

Now... I acknowledge that women can wear, and like, pink without sending women ten steps back.  In fact, I really fricken like pink sometimes. However, why must we deliberately feel the need to express that hyper-femininity when we speak about sport?  Will I lose my "woman" card in society? Will I be considered a "butch" and be banished from all nail salons? 

So although this comes off as a rather heated feminist rant, what i'm trying to ask is why are we making it "girlier"?  What's fueling this?  Why is it so important? And what would it look like if we didn't feel the need to...

Now if you'll excuse me, I must go paint my bedroom walls pink and start a new blog called, "I love pink and sports and that doesn't make me a guy!"

*Note: I use some very stereotypical concepts in this to make a bit extreme...