Athletic apparel brand lululemon is launching a global campaign for International Women’s Day called #theother364. The campaign hopes to bridge the gender equality gap and raise awareness for IWD beyond March 8, because there is work to be done all year round.
As part of the campaign, lululemon will release a limited-edition, printed Love Tee with the messaging of International Women’s Day after day, after day, the other 364 days. The printed Love Tee will be available online at lululemon.com.au and at select stores across Australia & New Zealand.
This year, the brand is boosting its parental leave policy. The new parenthood policy will offer three months of full pay to all benefit-eligible employees for maternity, paternity, and adoption leave per qualifying event after two years tenure. After five years tenure, they will offer six months of full pay.
Managing Director of lululemon Australia & New Zealand, Paul Tinkler, says this step reflects lululemon’s dedicated journey towards gender equality within the organisation and championing this cause in the wider industry.
“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.”
Throughout the year, lululemon will create content and celebrate local women who are working on gender equality in their communities. Rochelle Courtenay from the homeless women’s charity Share The Dignity, Carolyn Tate, author of The Purpose Project and Eleni Glouftsis, the first ever female field umpire in the Australian Football League are just some of the incredible women who will contribute to the campaign.
Each woman will contribute to the campaign by sharing their stories about the work they do to support gender equality year-round. These stories will be shared via online editorial on the lululemon website over the next 364 days, bringing to light issues across all spectrums. This will coincide with a global movement by the apparel brand, with other markets around the world celebrating men and women in their community who working towards equality the other 364 days in the year. Some of those include ex-NFL player Joey Thomas, professional skateboarder Annie Guglia, 7-year old activist Havana Chapman, Girls Who Code founder Reshma Saujani and Korean singer Yozho.
Guests are invited to join the conversation with the hashtag #theother364.