Celebrating Women! All of them, without exception. This was the purpose of our initiative on this International Women's Day.
As a brand operating in the Fitness market, BOOMFIT does not forget its social role. Just like in other campaigns at Christmas or Valentine's Day, our desire to impact society and foster dialogue is a mission we have embraced since the very first day we entered the market.
Therefore, today, a day that celebrates Women, we unveil the values we want to convey with the #EmpoweringWomenBoomfit Movement.
"One is not born, but rather becomes, a woman." - Simone de Beauvoir
“Woman” is an abstract concept. The Priberam Dictionary of the Portuguese Language defines it as "a human being of the female sex or female gender," but it also records expressions such as "woman of arms," "woman of God," "woman of letters," "businesswoman," or even "femme fatale."
It is by being all of this that makes Woman such a special and unique being, capable of facing adversities in a society that still has many barriers to equality and always faces opposing forces against this progress/need.
The same happens in the Fitness world: there are still those who believe that certain exercises "are not for women."
“Weightlifting will make you bulky!”
“You can't want to be that strong!”
“Those exercises are not for you!”
We could go on with the list of phrases that reflect stereotypes still very present in Fitness.
This was the main reason that led us to choose a nurse for our video, who, besides a busy life due to her profession, describes herself as an independent and empowered Woman who exercises to feel good about herself. Essentially, she is proud of herself and wants to inspire other Women who, out of fear or shame, hide and do not show their true selves.
That is the message the video intends to convey: all Women can be whatever they want because "female empowerment cannot be measured!"
“A feminist is anyone who recognizes the full equality and humanity of women and men.” - Gloria Steinem
The video marks the starting point for our #EmpoweringWomenBoomfit movement.
The premise is simple: to celebrate the journey of several Women who fought for rights, making a mark on the world and driving change. For this reason, we have also chosen several personalities who deserve to be celebrated for all they have done for Woman.
The Movement, which runs throughout March, invites every member of the BOOMFIT Community to get involved by sharing pop-art images that we are distributing in all orders. The goal is for everyone to share and tag BOOMFIT on social media. At the end of the campaign, those participants will receive a message from us.
Final Thoughts
The #EmpoweringWomenBoomfit aims to celebrate and simultaneously raise awareness in society about the inequalities that still exist between Women and Men.
With this movement lasting all March, we want to provoke reactions, awareness, and be unsettling, breaking barriers and prejudices, celebrating Women and self-love through acceptance of individuality— a being who builds themselves every day.
At BOOMFIT, we believe in the power of Women and the inner strength they are capable of. Therefore, for them, there are no limits!
Great workouts... and Happy Women's Day!
