Stitch Fix teams up with Venus Williams to tackle gymtimidation
San Francisco-based online styling service Stitch Fix
Sixty-seven percent of women experience amplified gymtimidation (gym intimidation) when returning to a fitness routine following a major life event, such as having a baby or experiencing upheaval due to the pandemic, according to new research by Stitch Fix.
In line with this new data, the campaign aims to help women conquer gymtimidation – the anxiety caused by working out in front of others. ‘Goodbye Gymtimidation’ will also spotlight the brand’s data driven fit & size expertise and active & athleisure assortment of nearly 30 brands, including AdidasChampionNikeThe North FaceFree PeopleSweaty BettyPrana
As part of the partnership, Williams shares exclusive tips on how she conquers gymtimidation. Moreover, Stitch Fix has debuted a partnership with the Happier app, which includes personalized habit-tracking tools and concrete, actionable steps to become happier, healthier, more productive, and more creative.
“Playing tennis on a global stage doesn’t make me immune to anxieties. In fact, I’d say it’s just the opposite,” said Venus. “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.”
As a tennis champion, Venus has seven Grand Slam titles, five Wimbledon championships and four Olympic gold medals. Off the court, she also operates her lifestyle and fashion-forward activewear brand EleVen by Venus Williams.
