My Personal Commitment

Superfit Hero wholeheartedly supports the Black Lives Matter movement and the efforts of the protesters across our country and the world. We have taken direct action alongside our community. We have donated money, signed petitions, attended a protest (Thank you, Kristina!), and amplified black voices via social media.

So what comes next? 

This moment, as painful as it is, provides an opportunity for each of us to examine our own roles within a deeply rooted and deeply unjust system of oppression, and more importantly, to commit ourselves to dismantling that system even if it benefits us personally.

As a small business owner, I have a platform that can make an impact in multiple ways - from the images we put out in the world, to the dollars we spend in the course of business. I am committed to ensuring that Superfit Hero is a force for dismantling white supremacy rather than perpetuating it. I know this requires direct action. Inaction is equal to complicity.

I want to make a personal commitment to this ongoing work.

I often say that Superfit Hero is a brand at the four-way intersection of Fitness & Fashion, Feminism & Body Positivity. All have rightfully and repeatedly been called out for the erasure and exclusion of black womxn and their efforts. I will continue to learn and be mindful of how the systems of white supremacy permeate the spheres in which we operate.

I will work actively to use our brand platform to center and amplify the voices and experiences of marginalized athletes. I will ensure that black athletes and models are celebrated in our imagery and that we collaborate with more black creators.

I will hire more Black, Indigenous, and People of Color vendors, employees, and advisors. I will do this to ensure that BIPOC voices are included in all aspects of our business and to support communities of color with our dollars. 

While we have been doing much of this already, I haven’t written down or shared my commitment publicly before now. I plan to do more work formalizing this and other company policies (like only working with fair wage factories) in the coming weeks. It’s important to be explicit about our goals and policies so we can hold ourselves accountable. I will share these on our website.

I welcome your feedback or questions. You can email me at

Stay strong, stay true, and keep working.

Micki Krimmel, founder & CEO


Links included above:

Hunter Shackelford, “The Body Positivity Movement Still Looks Too Much Like White Feminism,” Wear Your Voice Mag, Apr 19, 2016.

Stephanie Yeboah, “Why Are Women of Colour Left Out of Body Positivity?,” Elle, Sep 15, 2017.

Donyae Coles, “The Body Positivity Movement Both Takes From and Erases Fat Black Women,” Wear Your Voice Mag, Oct 5, 2018. 

Vena Moore, “How the body positivity movement leaves Black women behind,” Medium, Sep 5, 2019.

Sydney Greene, “There is no Liberation for All Bodies without the Liberation of Fat Black Women and Femmes,” Wear Your Voice Mag.

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