News 

Women’s Health and Under Armour launch #Itstartswithabra campaign

Women’s Health has partnered with 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.

Women’s Health and Under Armour launch #Itstartswithabra campaign
Claire Sanderson: “Sadly, financial barriers and low self-esteem means the wonderous benefits of movement are eluding so many women.” Photograph: Natalie Ekweogwu / Under Armour.

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, say the publishers.

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.”

Massimo Baratto, Managing Director of Under Armour EMEA, commented: “Under Armour empowers women by providing access to the right apparel to be able to train confidently, which is the essence of this campaign. Our vision is to make all athletes better and we know how important a great fitting and performance enhancing bra is as part of your training. Partnering with Women’s Health UK, we aim to distribute these bras where they are most needed, giving more women the opportunity to train in the most innovative apparel possible, to achieve their health and fitness goals.”

Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.