No compromise

20.01.2016 Penningtons : Plus-size : Activewear
Pennington's #Iwontcompromise campaign by lg2, Canada

Canada – Activewear label Penningtons is showing that plus-size women can hold their own at yoga despite what some people might think.

  • #IWontCompromise has been viewed more than 2m times across various social media channels  
  • The video was released alongside a social media campaign that asks plus-size women to upload their acts of defiance

In a move similar to Under Armour’s I Will What I Want campaign, #IWontCompromise takes all the accusations aimed at plus-size yogis and disproves them in style. 

In the video, yoga practitioner Dianne Bondy moves between complex positions with ease, defying the negative commentary that appears around her and encouraging a dialogue around acceptance in fitness. 

The campaign urges plus-size women to use prejudice as motivation, echoing the sentiments of British Sport’s hugely successful This Girl Can campaign.

The Big Picture

Authenticity in marketing means being prepared to show a company’s human side. Find out more in our New Sport Heroes microtrend.