Industry News

Women's Health and Under Armour launch #itstartswithabra campaign to help break down fitness barriers amongst lower socio-economic communities

By Sorcha Mondon

20 Oct 2021

The campaign supplies sports bras in bid to help reduce health and fitness barriers within communities, and launches branded content series to engage more women in physically and mentally fit lifestyles.

Women’s Health has partnered with leading athletic performance brand Under Armour to launch the #itstartswithabra campaign in a bid to boost physical activity and confidence levels amongst women who research shows are the least active.

The campaign follows recent Sport England research that proves a significant disparity between lower socio-economic groups and their levels of physical activity. The #itstartswithabra campaign seeks to boost confidence levels and enhance fitness journeys for thousands of women from lower socio-economic communities, partly through the donation of 2,000 sports bras to groups working to help reduce health and fitness inequalities in England, Wales, Scotland and Northern Ireland. It aims to inspire women to build fitness into their lives by engaging them with positive stories and empowering them with the best advice and support organisations.

Sport England research also shows that 33% of the 12 million people in lower socio-economic groups are more likely to be inactive, whilst the same groups were the least likely in society to be active (only 54%). Running across Women’s Health’s magazine and digital channels, the #itstartswithabra campaign incorporates a series of powerful editorial franchises featuring women from all walks of life, as well as wellness advice geared towards making long-lasting lifestyle changes.

Claire Sanderson, Editor-in-Chief of Women’s Health UK, said: “Now, more than ever, we understand the transformative power of exercise in improving every aspect of your health. And yet, sadly financial barriers and low self-esteem means the wonderous benefits of movement are eluding so many women who simply cannot afford to buy sports kit that they feel comfortable in. The foundation of any women’s exercise kit should be a supportive sports bra. We are delighted to team up with Under Armour to launch #itstartswithabra and hope the campaign can make a real impact in ensuring women have the confidence to start, and maintain, their fitness journeys.”

Image credit: Natalie Ekweogwu (Under Armour)


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