Umkhankaso Omusha KaLululemon Uqokomisa Isidingo Sokubandakanywa Ekugijimeni

-Delile

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Abantu bazo zonke izinhlobo, osayizi, nezizinda bangakwazi (futhi babe) babe abagijimi. Noma kunjalo, uhlobo lomzimba "lomgijimi" luyaqhubeka (vele useshe "umgijimi" ku-Google Izithombe uma udinga ukubukwa), ushiye abantu abaningi bezizwa sengathi abayona ingxenye yomphakathi osebenzayo. Ngomkhankaso wayo omusha we-Global Run, i-lululemon ihlose ukusiza ukudiliza leyo stereotype.

Kule phrojekthi entsha, ulululemon uzobe eqhakambisa izindaba zabagijimi ezahlukahlukene - kufaka phakathi isishoshovu se-ultramarathon kanye nesishoshovu sokulwa nobandlululo uMirna Valerio, omunye wamanxusa amasha sha omkhiqizo - ukushintsha umbono wokuthi abagijimi bangempela babukeka kanjani.

UValerio uthi uyakholelwa ukuthi yize umphakathi osebenzayo uthathe amagxathu okubheka ukubandakanya bonke abantu, usemningi umsebenzi okusamele wenziwe. "Enye indawo yombango othile ukuzama ukuhlanganisa yonke imizimba ekukhangiseni, ezincwadini ezinenqwaba yezingcezu zesiko lokudla nezikhangiso ezizenza izindatshana," utshela yena. Umumo. "Kuyabheda impela." (Okuhlobene: Ungayakha Kanjani Indawo Ehlanganisayo Esikhaleni Sokuphila kahle)

Uthole nokuthi insumansumane yokuthi "bonke abagijimi bayafana" iyabusa, wengeza uValerio. “Kunale mibono eyiphutha yokuthi abagijimi kufanele babukeke ngendlela ethile, bagijime ijubane elithile, bahambe ibanga elithile,” kuchaza yena. "Kepha uma ubheka abaningi beqala futhi baqede imigqa emijahweni [yangempela], futhi uma ungena shí kuzingxenyekazi ezinjengeStrava neGarmin Connect, uzobona ukuthi abagijimi beza ngazo zonke izinhlobo, ubukhulu, amagxathu, futhi bazijwayeze emazingeni ehlukene okuqina. Alukho uhlobo lomzimba olugijimayo. Heck, isintu asikona okungokwaso ukugijima. Kungani sibanjwe ukuthatha izinqumo zokuthi ngubani okufanele athathwe njengomgijimi? "

Alukho uhlobo olulodwa lomzimba oluphethe ukugijima. Heck, isintu asikona okungokwaso ukugijima. Kungani sibambeke kangaka ekuthatheni izinqumo zokuthi ngubani ofanele ukuthathwa njengomgijimi?

UMirna Valerio

UValerio phambilini ubekade evulelekile mayelana nokuthi ukungakulungeli kanjani ukuthi isikhunta kubumbe okwakhe njengomgijimi. Isibonelo, kokuthunyelwe kwakamuva kwe-Instagram, wabelane ngokuthi uthole izimpendulo ezingezinhle kokuthunyelwe koSuku Lwabesifazane Lwamazwe Ngamazwe, kufaka phakathi oluthi "UKUGIJIMA KUNGUMCABANGO OUBI WABANTU ABAKHULU KUKHULU. ."

UValerio ubuye waxoxa ngokukhishwa kweBIPOC emkhakheni wezokungcebeleka kwangaphandle, nokuthi kudlalwa kanjani empilweni yakhe. “Njengomuntu omnyama ovakashela izindawo ezingaphandle ukuze ngizijabulise, ngomsebenzi, ngenxa yempilo yami engokomzimba nengqondo nokuphila kahle, ngibazi kahle ubukhona bami nomzimba wami ezindaweni ezivame ukubonakala njengezindawo ezimhlophe,” kusho enkulumweni yeGreen Mountain Club. Waze wabiza amaphoyisa ukuthi amvakashele kanye lapho egijima emgwaqweni wakhe, waqhubeka wabelana ngesikhathi senkulumo. (Okuhlobene: Izindlela Zokuzivocavoca Ezingu-8 Ukwenza I-Workout World Ibandakanyeke Kakhulu — nokuthi Kungani Lokho Kubaluleke Ngempela)

Eminye imikhiqizo yokuqina ibambe iqhaza kule nkinga. ILululemon uqobo ibinomlando wokubizelwa ukungabi khona kosayizi obandakanya wonke umuntu. Kepha manje, umkhankaso wenkampani weGlobal Running ulandela isithembiso sokubandakanya kakhudlwana, ngokuqala ngokwelula ububanzi bayo ukuze ifinyelele kusayizi 20.

UValerio uyatshela Umumo ubeneme ukuhlangana nomkhiqizo ngezizathu eziningi. Ngaphandle kokulingisa kumahlumela, i-ultramarathoner ithi izosebenza nethimba lokwakha lenkampani ekwenziweni kwemikhiqizo yesikhathi esizayo futhi ijoyine iLululemon Ambassador Advisory Board, ebamba iqhaza ekwakheni ukwahluka komkhiqizo nohlelo lokufakwa. (Okuhlobene: Kungani Izinzuzo Zempilo Kahle Zidinga Ukuba yingxenye Yengxoxo Mayelana Nobandlululo)

"Lapho abantu bebona umuntu onjengami njengengxenye yezentengiso nenkampani, kwenza into ebibukeka ingafinyeleleki phambilini, ingenzeka," kusho uValerio. "Ukuze uLululemon amukele umuntu onjengami njengomsubathi, njengomgijimi, njengomuntu ofaneleka ukuba nesambatho esilingana, esiklanywe ngokucabangela, futhi esihle, kususa umgoqo wokufinyelela okuyisihluthulelo sokuqala ukugijima. uhambo."

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