Turino Fitness

Because it's all connected.


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Athleta…changing?

If you’re a woman and you move your body, you might get the Athleta catalog.

Not so very long ago (three years in March) I got an Athleta catalog in the mail and it make my whole body slump over and ask, WHY?? The catalog was FILLED with unrealistic images of women…and they were all white….and they were all really young. So, I sent them a letter that you can read here. 

I have to admit…I was on the warpath. You see, I have two daughters who are growing up in a different world than what they see in the catalogs. They come to the gym or the yoga studios that I teach in and see incredible women of all ages and colors and sizes. And they look up to them. Two of my favorites are Carol & Rebecca – they kick all kinds of ass. 🙂

So this week – we got the catalog. And I hadn’t looked at it yet, but my 12 year old daughter comes up to me and says, “Mom. Check it out. Real women. Older Women. Normal women. Women of different colors.”

She proceeded to flip through and show me these images:

img_20170224_074625

She looked up at me and smiled. And all I said was, “Yessss.”

Well done Athleta. More please.

Be unafraid. Health comes in all sizes – Check out beautiful, amazing Mirna Valerio who is a distance runner at 250 pounds.

Health comes in all ages.

Health comes in all colors.

Represent us all. Latin American. Asian. Women in hijabs. Big. Small. Old. Young. Beautiful amazing women from around the world.

We’re all out here waiting.

Inspire us.

In the comments – let me know if you got a catalog and have been noticing the shifts. What do you think? Here’s what some other people had to say via Facebook.

Namaste, Sarah


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Letter to Athleta CEO

Glenn Murphy
Gap Inc Chairman & CEO
2 Folsom St.
San Francisco, CA 94105
650-952-4400

Dear Mr. Murphy:

I just received my latest catalogue from your Athleta Division and I have some feedback for you to consider.

There is not ONE WOMAN of color in your catalogue.

There is not ONE MIDDLE AGED OR OLDER WOMAN in your catalogue.

And it got me thinking – who IS your target demographic? Because brother, my clients are buying your stuff. And I’m buying your stuff. You have great athletic wear. That is why we buy your stuff.

So…why must you insist on making it be about a 20-25 year old white female?

The world is changing – and I pray that someday…our corporations and their marketing departments will follow.

I have seen your amazing ads for Gap representing people of all color. Why doesn’t it cross over? Heck even Title 9 has got you beat in that they’re using real women with real names and real colors.

You had one African American model for a time. One. I was delighted. I thought maybe…just maybe…you were beginning to be the change. But no, you’re not. And I find it so disappointing.

The obesity rate is alarming in the United States. And young women, children, are looking to have anyone to admire and look up to. Heck, ALL WOMEN are looking for someone to connect with and admire and look up to. And they don’t have to be white women. On the contrary, most every woman CELEBRATES when all women are represented. We’re not stupid. Do you think I look at who you have on your pages and think, “Yes. That is how I’ll look this season?” Give me an ever-loving break. Personally, I’d rather see real women doing real feats of strength or participating in real events wearing your stuff.

Why can’t your images reflect the real and amazing athletes – REAL women that are out there? A strong, kick ass older woman wearing your clothes? Yes. Asian women? Yes. Latino women? Yes. African American women? Yes.

Be the change Mr. Murphy – the world is truly awaiting for images that speak to us. And yours…sadly don’t.

Peace,

Sarah Turino
Owner – Turino Fitness
Saint Paul, MN 55104