Women's Lifestyle: What are brands doing to support active women this International Women's Day?

#IWD2020

Ahead of International Women's Day (IWD) this Sunday, a number of organisations have joined the movement to celebrate and support active women.

Last year saw Adidas launch their 'She Breaks Barriers' campaign, in an effort to ramp-up the coverage of women's sport in the U.S. - teaming up with Twitter to live-stream girls' high school sporting events.

This year, sportswear brands and businesses are marking the occasion in a number of ways from supporting female-focused sports programmes to having women wear purple - a hue that is synonymous with symbolising women. Here, we take a look at what brands are doing to celebrate International Women's Day.

Puma partners with 'Women Win' to support women and girls in sports
With every pair of footwear sold, Puma Women are gifting buyers with limited-edition ultraviolet laces leading up to and including International Women's Day. Puma will also donate up to 100,000 euros to 'Women Win', an organisation that drives to deliver girls' sport programmes across the globe.

Barbie pledges to celebrate female role models in sport by creating 'Shero' dolls
Earlier this year, Barbie released their all-female Olympian collection and now, ahead of International Women's Day, Mattel has unveiled a crop of new dolls to empower young girls. Tennis sensation Naomi Osaka and World Champion sprinter Dina Asher-Smith are among the sports stars made into 'Shero' dolls.

Under Armour and NBA superstar Stephen Curry team up with actress Storm Reid to release IWD Curry 7's
Designed specifically for women, the latest Curry 7 basketball trainers will be available in a 'Bamazing' purple colour-way for International Women's Day. Inspired by Reid's Bamazing initiative, the trainers feature the words, "BTRUE" and "BBRAVE" on the insoles to encourage young girls that they are capable of anything.

"I think it's so important to celebrate women in order for us all to continue to thrive," she said in a press release.

Parkrun team up with Sport England's 'This Girl Can' campaign to celebrate active women
Parkrun's records show that, of the 1.8 million women registered, 650,000 are yet to participate. In an effort to improve the statistic, parkrun and This Girl Can are encouraging women across the country to join their local parkrun for an IWD celebration this Saturday. Participants are urged to bring along a friend or family member to take part alongside them and are suggested to wear purple.

Kate Dele, 'This Girl Can' Campaign lead said: "The aim of this partnership with parkrun is to celebrate women in all their imperfect glory. This International Women's Day, we're calling on the women who haven't quite made it out there to join this huge female movement and take part in their local parkrun - whether they walk, run, skip or just do half of it."

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