Lululemon's New Campaign Inosimbisa Kudiwa Kwekubatanidzwa Mukumhanya

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Vanhu veese maumbirwo, saizi, uye mabviro vanogona (uye vane) kuva vamhanyi. Zvakadaro, "muviri wemumhanyi" stereotype inoenderera (ingotsvaga "mumhanyi" paGoogle Mifananidzo kana iwe uchida zvinoonekwa), zvichisiya vanhu vazhinji vachinzwa kunge havasi vemunharaunda inomhanya. Nemushandirapamwe wayo mutsva weGlobal Run, lululemon ine chinangwa chekubatsira kuputsa stereotype iyoyo.

Yepurojekiti nyowani, lululemon ichave ichiratidza nyaya dzakasiyana siyana dzevamhanyi - kusanganisira ultramarathoner uye murwi anopesana nerusarura Mirna Valerio, mumwe wevamiririri vatsva vechiratidzo - kushandura pfungwa yekuti vamhanyi chaivo vakaita sei.

Valerio anoti anotenda kuti kunyangwe nharaunda iri kumhanyisa matanho yakabatana, pachine basa rakawanda rinofanira kuitwa. "Imwe nzvimbo yekukakavadzana ndeyekuedza kusanganisa masangano ese mukushambadza, mune zvinyorwa zvine huwandu hunoshamisa hwekudya kwekudya uye zviziviso zvinoita sezvinyorwa," anodaro. Chimiro. "Inonyengera zvechokwadi." (Nechekuita: Maitiro Ekugadzira Nzvimbo Inosanganisirwa Munzvimbo Yehutano)

Akawanawo kuti ngano yekuti "vamhanyi vese vakafanana" inokunda, anowedzera Valerio. "Pane fungidziro iyi yekuti vamhanyi vanofanirwa kutarisa neimwe nzira, kumhanya nhanho, voenda chinhambwe," anotsanangura. "Asi kana iwe ukatarisa kune vakawanda kutanga uye kupedzisa mitsara kumijaho [chaiko], uye kana ukadzika zvakadzika pamapuratifomu akaita seStrava neGarmin Connect, uchaona kuti vamhanyi vanouya neese maumbirwo, hukuru, nhanho, uye vanoshanda. "pamhando dzakasiyana dzekukwirana. Hakuna imwe mhando yemuviri inomhanya. Heka, hunhu hausi hwayo kumhanya. Sei takabatwa nekuita zvisarudzo zvekuti ndiani anofanirwa kutorwa semumhanyi?"

Hapana imwe mhando yemuviri inomhanya. Heck, hunhu hauna muripo kumhanya. Sei isu takabatwa zvakadaro nekutora danho rekuti ndiani anofanirwa kutorwa semumhanyi?

Mirna Valerio

Valerio akambove akavhurika nezve kusakodzera iyo mold yakaumba zviitiko zvake semumhanyi. Semuenzaniso, mune yazvino Instagram posvo, akagovana kuti akagamuchira mhinduro dzisina kunaka kune chakatumirwa Zuva reZuva reVakadzi, kusanganisira iro raiverengwa "KUMHANYA NDIPO PAMUSORO PEVANHU VANHU VAKAFUTA. ."

Valerio akakurukurawo nezvekusabatanidzwa kweBIPOC munzvimbo yevaraidzo yekunze, uye nemafambisirwo azvinoitwa muhupenyu hwake. "Semunhu Mutema anogara achishanyira nzvimbo dzekunze kuti ndifare zvangu, kubasa, hutano hwangu hwepanyama nepfungwa uye kugara zvakanaka, ndinonyatsoziva hupenyu hwangu uye nemuviri wangu munzvimbo dzinowanzoonekwa senzvimbo chena," akadaro. akadaro muhurukuro yeGreen Mountain Club. Iye akatoita kuti mapurisa amushanyire kamwechete kana achimhanya mumugwagwa wake wega, akaenderera mberi nekugovana panguva yehurukuro. (Inoenderana: 8 Fitness Pros Kuita Kuti iro Workout Nyika Iwedzere Kubatanidzwa-uye Nei Icho Chinyanya Kukosha)

Mamwe mabhureki ekusimbaradza ane nharo akakonzera dambudziko. Lululemon pachayo yakave nenhoroondo yekudaidzwa nekuda kwekushaikwa kwayo kwekubatanidza saizi. Asi ikozvino, kambani Global Running mushandirapamwe unotevera vimbiso yekuwedzera kubatanidza, kutanga nekuwedzera saizi yayo renji kusvika kukura saizi 20.

Valerio anodaro Chimiro aifara kubatana nechiratidzo nekuda kwezvikonzero zvakawanda. Kunze kwekuridza nyeredzi, ultramarathoner inoti ichashanda nekambani yedhizaini timu mukugadzira zvigadzirwa zveramangwana uye yakabatana neLululemon Ambassador Advisory Board, iyo inoita basa mukuumba kusiyana-siyana kwechigadzirwa uye chirongwa chekubatanidzwa. (Yakabatana: Nei Wellness Pros Inofanirwa Kuva Chikamu Chekukurukurirana Nezve Rudzi)

“Kana vanhu vachiona munhu akaita seni sechikamu chekushambadzira uye kushambadza kwekambani, zvinoita chimwe chinhu chaimboonekwa sechisingasvikiki, chinogoneka,” anodaro Valerio. "" rwendo. "

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