Stitch Fix partners with Venus Williams to tackle gym anxiety

Styling platform Stitch Fix has collaborated with tennis star Venus Williams, launching a new campaign to help inspire women overcome anxiety at the gym.

The campaign, ‘Goodbye Gymtimidation’ is designed to help women achieve their 2022 fitness goals through various exclusive activations. The launch also debuts Stitch Fix’s collaboration with the Happier app, part of the Happiness Project which allows users to access personalised habit-tracking tools.

Williams will be sharing her personal tips on overcoming gym anxiety alongside Stitch Fix’s personalised shopping experience, spotlighting activewear brands including Adidas, Champion, Nike, Beyond Yoga, Sweaty Betty and others. The products range in sizes from XXS to 3X.

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The move comes as Stitch Fix recently shared new research, revealing that 67% of women experience qualms about returning to a fitness routine after a major life event like having a baby or dealing with the pandemic. It also found that 89% are “more likely to stick to their fitness goals if they have workout clothes that make them feel confident.”

“Playing tennis on a global stage doesn’t make me immune to anxieties,” Willams said in a statement. “In fact, I’d say it’s just the opposite. I’ve experienced ‘gymtimidation’ in the past while working out and have developed my own set of techniques to keep it at bay throughout my career.”

“That’s why I decided to join forces with Stitch Fix on this campaign – to create awareness of this issue and inspire women to stay confident in themselves throughout their wellness journey.”



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