Degree Deodorant launched its Watch Me Move campaign for the 2021 Paralympic Games held in Tokyo. The campaign inspires athletes of all abilities to move confidently and without fear of judgment. The brand aims to change these athletes' narratives by granting them the spotlight they deserve for their dedication and commitment to sports.
The campaign provides a platform for people with disabilities to showcase their talents, thereby altering what society deems to be a "mover." Degree's Watch Me Move initiative takes the form of an inclusive commercial. Kathryn Swallow, Degree's global brand vice president, expresses that "confidence is not distributed equally. Societal fitness standards are fueling self-doubt that stops so many of us from moving freely."
Image Credit: Degree / Shutterstock
Key Themes Behind This Trend
- Inclusive Sporting Campaigns
- Brands can launch campaigns that inspire and empower athletes of all abilities to move confidently and without fear of judgment, thereby altering societal definitions of what it means to be a 'mover.'
- Disability Visibility
- Companies can provide platforms for people with disabilities to showcase their talents and contributions, granting them the spotlight they deserve and altering societal perceptions of what it means to have a disability.
- Confidence-boosting Branding
- Brands can adopt messaging that emphasizes the importance of confidence in physical activity, thereby disrupting the societal fitness standards that fuel self-doubt and stigmatize the perceived 'non-movers.'
Where This Applies
- Sports Apparel
- Sports apparel companies can incorporate designs and marketing messages that promote inclusivity and disability visibility, thereby tapping into an untapped market of disabled athletes and inspiring social change.
- Athletic Accessories
- Athletic accessories companies can develop products that cater to athletes of all abilities, potentially developing a new market niche and promoting disability visibility.
- Health and Wellness
- Health and wellness companies can adopt messaging that emphasizes the importance of confidence in physical activity, promoting inclusivity and disrupting societal fitness standards that fuel self-doubt and stigmatize perceived 'non-movers.'
