Stitch Fix teaming up with Venus Williams to empower women
Styling platform Stitch Fix has collaborated with tennis star Venus Williams to help inspire women overcome anxiety at the gym.
The ‘Goodbye Gymtimidation’ campaign has launched as a way to help women achieve their fitness goals through a number of exclusive activations available through the Stitch Fix platform.
The move comes as Stitch Fix shared new research revealing that 2-in-3 women experience amplified gymtimidation when returning to a fitness routine following a major life event, such as having a baby or experiencing upheaval due to the pandemic.
It also found that 89% are “more likely to stick to their fitness goals if they have workout clothes that make them feel confident.”
Williams will be sharing her personal tips on overcoming gym anxiety alongside Stitch Fix’s personalised shopping experience, spotlighting activewear brands including Adidas, Champion, Nike, Beyond Yoga, Sweaty Betty and others. The products range in sizes from XXS to 3X.
“Playing tennis on a global stage doesn’t make me immune to anxieties,” Willams said in a statement. “In fact, I’d say it’s just the opposite. I’ve experienced ‘gymtimidation’ in the past while working out and have developed my own set of techniques to keep it at bay throughout my career.”
“That’s why I decided to join forces with Stitch Fix on this campaign – to create awareness of this issue and inspire women to stay confident in themselves throughout their wellness journey.”