Strava, the subscription platform at the center of connected fitness, today announced its latest effort as part of its Strive for More™ initiative, a commitment to promote and support women in movement and sports. Jointly with TOGETHXR, a media and commerce company founded by world-renowned professional athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, and The Sports Bra, the only bar in the world dedicated to women's sports, Strava is hosting a community event, complete with a group run and watch party to cheer on the U.S. Women's National Soccer Team while creating spaces for community and female empowerment.

"This is such an inspiring summer of women's sports - especially when you consider the challenges that face female athletes. Strava will continue to push forward and drive impact for women's equality in sport," said Zipporah Allen, Chief Business Officer at Strava. "On Strava, anyone can find or create their active community. That translates into our fierce commitment to increase representation on our platform and in our communities, and is integral to who we are. We will continue to find new ways to collaborate with partners with a similar passion to elevate the importance of women's sports."

The partnership between the three organizations originates through a shared purpose of elevating women's sports. Research indicates that women's sports television coverage only totaled to 5.4% of airtime compared to men's sports. The lack of attention has far-reaching consequences, from pay disparities to unequal opportunities and limited brand awareness.

"When I opened The Sports Bra, I wanted to combine my passion for women's sports and my need to create a welcoming community for fans like me. Since then, The Sports Bra has helped advance women's sports in ways I could not have imagined. Now with partners like TOGETHXR and Strava, our collective will continue to drive change," said Jenny Nguyen, owner of The Sports Bra. 

To help counter this inequity and bring the community together, Strava and TOGETHXR are hosting a community-building run and watch party event on Aug. 6 to cheer on the U.S. Women's National Soccer Team at The Sports Bra in Portland, Oregon. The community run will start at midnight followed by the watch party. 

"The pursuit of equity to put women's sports and their stories on a consistent global stage is one that will not be ignored. Using the momentum of this summer, we are thrilled to partner with Strava and The Sports Bra to facilitate more awareness and create a generational fanbase," said Paula Hughes, Head of Digital Marketing at TOGETHXR.

 

Source: prnewswire.com

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