We broke it down for Marketing Week in this interview:
Micki Krimmel: “You can’t claim to be a body positive or feminist brand while at the same time excluding half of the population from shopping with you.”
“Unless and until other brands catch up, we’ll proudly continue to be the most size inclusive premium performance wear company on the planet. Our goal is to create a community of passionate repeat customers who believe in our message and rely on us for our superior product.”
“What is it that prevents other activewear companies from addressing a broader market and including more body types in their ad campaigns? The answer is simple. It’s fat phobia. Does fat phobia alienate a core customer base? It sure as hell does.”