Sport England / This Girl Can x Tesco
Making exercise more enjoyable with a new activewear range
Make your summer move
The challenge
Our focus on addressing the enjoyment gap can also be seen through our partnership with Tesco, the UK’s largest retailer, to launch the first ever This Girl Can branded activewear range.
2.4 million fewer women than men strongly agree they enjoy getting active. As we headed into summer, we needed to help all women find joyful ways to get moving.
The Insight
Three in five women say wearing their favourite activewear makes exercising in the summer more enjoyable. However, the cost-of-living crisis has meant that many women have less to spend and are not able to prioritise themselves.
The Solution to create Change
We partnered with Tesco to launch the first ever This Girl Can branded activewear range. Made from high-performance fabrics and featuring a ‘mini me’ collection, intended to facilitate mums and kids in getting active together over summer, the range was designed to help women feel confident and comfortable, no matter how they chose to get active.
The range was available in 264 stores nationwide and online at an affordable price point, ensuring it was visible and accessible to busy women on tight budgets.
Impact
61%
of purchasers reported doing more activity than last year
75%
of women who bought from the range felt more comfortable when exercising
Check out some of our other This Girl Can case studies
Make Your Comeback
Our award-winning partnership between This Girl Can x Strava
Fighting back against the Enjoyment Gap with Nicola Adams
Beat the Barriers
Shining a light on the barriers keeping women from exercising after dark