It’s estimated that of all the sports media coverage in the UK, just seven per cent is dedicated to women. More shockingly, only 0.4 per cent of all the commercial money invested into UK sports goes into the women’s sector.
They are statistics that are massively at odds with a booming athleisure sector, and more demand than ever for women’s activewear. For Boudavida – the activewear label that made its industry debut at Moda Body/Active earlier this month – it’s a balance that needs redressing through dressing, and that’s where the brand’s Giving scheme comes in.
Quite simply, Boudavida has pledged five per cent of its profits to projects dedicated to putting women’s sports on the map. From improving body image to raising awareness to direct sponsorship of aspiring female athletes, Boudavida is working hand in hand with those working at a grass roots level to improve attitudes towards and perceptions of female fitness.
“We want to ensure that some of the money from the sale of women’s active products goes back into women’s sport and exercise,” says Boudavida’s sales & operations manager Anna Tait. “We want to help create role models, and to create communities of women and girls who believe that sport and exercise is a vital part of a healthy, happy life.”
Boudavida’s stockists can choose which of the brand’s nominated charities they support when they place an order with the label. At any given time Boudavida will be working with three projects, such as its current nominated causes Mini Mermaids, Girls’ Golf Rocks and would-be Olympic cyclist Lauren Dolan.
The projects have been chosen because they represent the spirit of Boudavida, and its ethos of female fitness. Leeds-based Mini Mermaids is a running club offering a six-week programme to girls aged from five to combat feelings of insecurity through running. It is taught through the use of two characters – Mini Mermaid and Siren – representing the girls’ stronger self and self-doubt respectively.
Girls’ Golf Rocks is currently operating in nine counties nationwide, encouraging girls aged from five to get involved in a sport that is so commonly perceived to be male-dominated. Finally, Lauren Dolan is a 16 year-old cyclist from Newton Abbot in Devon who is looking to compete in the Olympic Games.
The giving aspect of the Boudavida label is an added bonus for retailers and customers alike, both of whom have been impressed with the brand’s debut collection of activewear.
“Boudavida has been designed in line with the athleisure concept of fitness clothes that can be worn from work to the workout,” says Tait. “However, the collection also has a high focus on quality and performance, with some added features built in following extensive research into the actual customer who will be wearing the end product.
“We received feedback from women for instance that many prefer to workout in their partner’s clothes because they prefer a loose-fitting tee to anything typically fitted to the female form. That’s why we included a feminine yet loose-fitted workout tee into the collection, which covers the upper arms while still performing well and looking great.”