For the past five years, This Girl Can has inspired and supported nearly three million women to get active, according to research by Sport England. And though those five years have been an unequivocal success, there is always more work to do and progress to be made.

Sport must always be 100% inclusive

KUDOS has always believed sport is humanity’s most universal language, and as such it must be entirely inclusive. Worryingly, however, new research from Sport England has revealed more than half of women still stop exercising or playing sport, at least occasionally, due to worrying about what others think.

The research shows 63% of women who see slim, ultra-toned bodies on social media platforms say this has a negative impact on them. Nearly a quarter (24%) who follow fitness influencers, say they make them feel bad about themselves, while less than a fifth (18%) of these women find fitness influencers relatable.

We live in a world where the number one tennis player Serena Williams had fewer endorsements than the significantly less successful Maria Sharapova – based on how Serena looked. It’s a narrative that surely has to change.

Real women, real lives

And so the latest instalment in This Girl Can’s campaign is calling for influencers, media and brands to feature more realistic and diverse imagery of women to promote sport and physical activity. A terrific new advert proudly displays the realities of women getting active, while a feature on the BBC website built on the advert by telling the stories behind the women featured in the ad. It’s a bold and necessary step forward.

This Girl Can has also launched a new This Girl Can fund to help local communities to fund projects that encourage women to get active. Backed by funding from the National Lottery, local organisations and community groups  – i.e. grassroots sport clubs – can bid for grants from between £300 to up to £10,000.

The deadline for submissions is February 25th. For more information click here.

KUDOS – A natural home for women in sport

Over the next year, Sport England aims to inspire 250,000 more women to become “sufficiently active”, which it defines as doing two and a half hours of physical activity per week. That time could include walking or other forms of everyday activity that could be done in your living room.

Alongside that, KUDOS will continue to celebrate and promote women in sport. Around half of the kit we dispatch goes to women – with netball, hockey, archery and swimming among our six core ‘hero sports’ and stacks of women’s sports clubs, in those sports and others, on our roster. Our involvement in, and passion for, women’s sport is a real source of pride for us – and no other teamwear company wears that passion and pride on its sleeve like KUDOS.

Together, let’s make 2020 another huge leap forward for women’s sport!


KUDOS supplies made-to-order teamwear to a range of sports clubs across the globe. We supply bespoke custom kit that is built for performance and worn with pride. Use our one minute kit designer to design your kit today.



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