Plus-size forms of fitness espouse body positivity
Implications - Plus-size activewear or fitness campaigns change the conversation around health: fitness is no longer about weight loss, but instead about strength and wellness. This re-framing is crucial, as it welcomes plus-size consumers into a sphere that they have been notoriously excluded or otherwise shamed for joining. This ethos of body positivity resonates with younger consumers, who pride themselves on being both inclusive and compassionate.
Workshop Question - How can your brand sell its offerings in a more well-rounded, comprehensive way?