With International Women’s Day coming up on March 8, 2019, the athletic apparel retailer is looking to bridge the gender equality gap with its new campaign #theother364.
To celebrate women everywhere, lululemon is launching a limited-edition ‘Love Tee’ for International Women’s Day, which will be printed with the phrase ‘International Women’s Day after day, after day, the other 364’. The tee will reportedly be available through the company’s online store, as well as at select bricks-and-mortar locations across Australia and New Zealand.
While the limited edition clothing will mark the beginning of the retailer’s public-facing marketing campaign, the business also plans to use digital content to raise awareness and to celebrate local women who are working towards achieving gender equality every day of the year.
As part of the campaign women, including Rochelle Courtenay from the homeless women’s charity, Share the Dignity and Carolyn Tate, author of The Purpose Project, will share their stories and the work they do via lululemon’s website over the next 364 days.
According to lululemon’s Managing Director, Paul Tinkler, the business is also looking at improving gender equality in the workplace by enhancing its own internal policies.
In a statement issued on Friday morning, lululemon said the business has boosted its paid parental leave and will now be offering three months of full pay to benefit-eligible employees for maternity, paternity and adoption leave after two-years of tenure. Employees that have been with the business for five years or more will receive six months of full pay for a “qualifying event”.
“There is work to be done every day of the year and lululemon is committed to being on this journey. From the inside, we are working towards an environment where every one of our employees is empowered regardless of gender, and from the outside, we are celebrating those who are in the work of equality day after day,” he said.