✨ She’s all that
Athleta activates around inspirational Olympic athletes to win over Gen Alpha
Women-centric athleisure brand Athleta is leaning further into its brand identity with its long-running Power of She campaign. In its current form, the messaging has crystallized into centering inspirational Olympic and Paralympic women athletes as brand ambassadors, giving Gen Alpha consumers something to aspire to.
July 26, 2024
🤸 First-time sport: Breaking
Everything you need to know about the new Olympic sports debuting at the Paris 2024 Olympic Games
We’re coming in hot with another Olympic Special Edition — this time, with everything you need to know about the new (and new-ish) sports gracing the Paris 2024 Games.
July 24, 2024
🇫🇷 Bienvenue à Paris
A guide to the Paris 2024 Olympic Games
In preparation for the biggest two weeks in international sport, we’re coming at you with a three-part Olympic primer, starting with today’s overview of the Games.
July 23, 2024
👟 And runnin’, runnin’
Ico For All launches first-ever women’s decathlon to address gender inequity
Women-led sports nonprofit Ico For All is fighting to include women in the age-old sport of decathlon. On Wednesday, the org announced it would host the inaugural Women’s Decathlon World Championships in Geneva, Ohio, next month to coincide with the men’s Olympic event in Paris — where women still can’t compete.
July 19, 2024
📸 A seat at the table
Google Pixel inks historic partnership with WNBPA, NWSLPA, and USWNTPA
July 17, 2024
After signing recent WNBA and NWSL partnerships, Google wanted to further support athletes in these leagues. So it worked with rights licensing agency OneTeam Partners to form a historic partnership yesterday with the WNBPA, NWSLPA, and USWNTPA that makes Google Pixel the official mobile phone of the unions and the sponsor of marquee union events.
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Ep #384

Gender parity at the Paris Olympics

July 25, 2024
Gender parity at the Paris Olympics

The Paris Olympics are almost here!

In a very special episode of The GIST of It, co-hosts Ellen Hyslop and Steph Rotz dive into gender parity at the Olympics, sponsored by our pals at Canadian Tire. Since 1900 when women first competed at the Olympics to 2024, there’s been enormous progress in terms of gender equity at the Games — and the Paris Olympics will be the most equitable ever.

In addition to discussing the history of women at the Olympics, this episode features two insightful conversations with Kim Saunders of Canadian Tire and Julia Wilkinson, a former Team Canada Olympic swimmer, who have both seen the growth of women’s sports firsthand from a business and athlete perspective. Trust us — you don’t want to miss this.

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🥓 Smell what’s Cookin’
Olympic synchronized divers team up for winning marketing play
Parity, the sponsorship platform dedicated to connecting brands with women athletes, helped land an especially delicious brand deal last week. Last Wednesday, the Minnesota Pork Board announced that synchronized diving duo Kassidy Cook and Sarah Bacon are joining Team Pork with the hashtag #CooknBacon.
July 15, 2024