Blissclub, an activewear brand for women, launched a two-day campaign #SportThatGirl on LinkedIn to prevent women from giving up on sports and eliminate the associated stigma.
The company also cited research that indicates one out of every three girls quit playing sports when puberty hits versus one out of 10 boys.
On day one, female employees from LinkedIn changed their designations to indicate a career in sports. Feeds were flooded with new job updates.
Curious readers wanted to know what was afoot and DMs to them gave them a gist of what was brewing. Soon, other community members joined in as well.
The following day, Blissclub dropped this film. It had women narrate their personal stories of how they stopped playing sports when puberty hit and how developing breasts had a huge role to play here. The film ended with a message that asked people to imagine how many more athletes and sportspersons we would’ve had if girls were just encouraged to keep playing even as their bodies changed. The brand has also launched an ad film highlighting the same.
Talking about the campaign, Minu Margret, founder of Blissclub, said, “When exploring the activewear space before committing to starting up Blissclub, my sister, a very special person in my life, said something that sounded unbelievable in this day and age! “I can’t run or skip, because India doesn’t have sports bras that support my breasts” WHAT! It’s the 21st century and women still don’t have clothes that let them do what they want. The #SportThatGirl campaign has gained significant recognition from industry experts, and there is a growing willingness to overcome stigma and prevent women from quitting sports.”
The company has also invited netizens to change their designation on LinkedIn to a possible career they may have missed out on, using the hashtag #SportThatGirl to show their support.