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Canada – Activewear label Penningtons is showing that plus-size women can hold their own at yoga despite what some people might think.
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.
Authenticity in marketing means being prepared to show a company’s human side. Find out more in our New Sport Heroes microtrend.
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