We're all just thinking out loud ... I have no idea what this event "means", and reading reports, probably the same for others. The media who were lavishly hosted gave positive reports, so dragon fruit apparently works, with the exception of Abby,
Disclaimer: I'm a male, so if the idea is "Go Girls!", that's great, overdue, and I'm happy to applaud from the sidelines.
I personally was very interested in Camille's record attempts - she's one of the best ultrarunners in the world, but because she doesn't do much on the trails, seems to get less respect.
Media applauded the diversity, but Sarah (see first comment) made a good observation: not really. All sizes and ability were represented, which was very cool, but only 1 of the 10 was a mother and no one over age 45 I don't think, so these 10 were not representational.
I heard much about "Showing women what is possible!", but dang, I am surprised to see that old cliché, except that it's such an easy win on the 'Gram. Thousands of women have been doing amazing things for centuries, as well as right now. Is inspiration what is needed, or is it opportunity and equality? I don't think providing each runner with their own unlimited resources and support crew shows "What is possible" for the other 4 billion women in the world; it could rather be seen as a demonstration of extraordinary privilege, and a suggestion to dedicate yourself to social media so you too can be invited to the penthouse of running. There is conceit in this athletic version of the "Myth of Exceptionalism".
They conducted a massive amount of data-gathering, so I look forward to something coming out of that - science is always very welcome.
So it's all fine. The brand had a successful event - people saw the word "Lululemon" many times, which actually is the whole point. And I personally really like coral.
Your fifth paragraph is spot on. All around International Women's Day with all the Instagram activism and marketing tie-ins, including by Lululemon, I kept thinking of Free To Run, which Stephanie Case founded a decade ago, to find ways to get women in Iraq and Afghanistan to run and engage in sports, even if it has to be indoors and in hiding (as is the case in Afghanistan since the return of the Taliban) due to the threat of violence. We are so privileged; and yet we are also threatened here in the U.S. with violence, loss of reproductive rights, and more (don't get me started). I ended my post by linking to a very good article by Zoe Rom about, basically, "enough with the hashtags, let's see real change" on International Women's Day.
As for age—Mirna was the oldest at 48. But I didn't care about precise age per se as much as the missed opportunity to study the physiology of menopausal women because there's such a dearth of research, plus the opportunity to show gray hair and wrinkles—but gray hair and wrinkles don't sell, right?
"...yet we are also threatened here in the U.S. with violence, loss of reproductive rights, and more (don't get me started)". I'm very glad you got started - keep going! Because IMO, this is the real deal. Running - especially ultrarunning which takes huge amounts of time - matters to people like us who can afford the time and energy.
And, "enough with the hashtags, let's see real change" - boom! Go Zoe (and Sarah!)
Of course I have a bias because I was there supporting a runner, but I think to some extent some of the commentary is making the good the enemy of the perfect. There are many ways this event could have been different or inclusive in different ways. Nonetheless, I have no doubt in my mind that some will see the images and video of these women all going further than ever before and supporting each other, and decide that THEY are capable of going further as well. Be it 1 or 1,000,000, wearing Lululemon or something else, it remains a net positive impact and therefore, a good. I also think it is applaudable to invest this much in the science and data for the event, the on-site chefs, the seamstress, the mental and physical support through doctors and counselors and scientists and crew..... because that kind of stuff doesn't necessarily sell product or show up in the social media posts. Sure, it'll be in the documentary when made, but its not eye catching and sexy and I don't see it on the socials. Several of the participants weren't ultra runners. They all impressed. They endured together with unprecedented resources and support.
I mention it in my post and link to a Guardian article that runs down all of his outrageous, offensive public comments. He stepped down a decade ago but is still the majority shareholder. He got in hot water again early in the year by slamming the brand's diversity efforts.
I have received so many passionate comments, most of them private emails and DMs rather than on the post's comment thread, the majority of them thanking me for looking at the event with a critical eye and articulating why many of us felt "the 10 women are amazing, but...". But I also got pushback from women upset that I would criticize a brand that did so much for the event to uplift women. The strong feelings on both sides tell me that people certainly were paying attention, and Further had an impact.
I did read your post! ‘Empowerment’ is certainly a fine line to be promoting in any marketing because the follow up is always ‘who are you empowering?’
I certainly agree on your points around the marginalisation of 40yr old+ women’s experiences in marketing, it’s a point that no brand has consistently done well at. However, as you point out in your post, this was a marketing activity and Lululemon’s primary audience is the young, athletic and affluent woman, so the campaign was always going to focus on that audience, especially when so much was spent on it. It’s another disappointment from a brand that could have entered the running space with so much more, but seemingly fell back on old tropes at the starting gate.
We're all just thinking out loud ... I have no idea what this event "means", and reading reports, probably the same for others. The media who were lavishly hosted gave positive reports, so dragon fruit apparently works, with the exception of Abby,
Disclaimer: I'm a male, so if the idea is "Go Girls!", that's great, overdue, and I'm happy to applaud from the sidelines.
I personally was very interested in Camille's record attempts - she's one of the best ultrarunners in the world, but because she doesn't do much on the trails, seems to get less respect.
Media applauded the diversity, but Sarah (see first comment) made a good observation: not really. All sizes and ability were represented, which was very cool, but only 1 of the 10 was a mother and no one over age 45 I don't think, so these 10 were not representational.
I heard much about "Showing women what is possible!", but dang, I am surprised to see that old cliché, except that it's such an easy win on the 'Gram. Thousands of women have been doing amazing things for centuries, as well as right now. Is inspiration what is needed, or is it opportunity and equality? I don't think providing each runner with their own unlimited resources and support crew shows "What is possible" for the other 4 billion women in the world; it could rather be seen as a demonstration of extraordinary privilege, and a suggestion to dedicate yourself to social media so you too can be invited to the penthouse of running. There is conceit in this athletic version of the "Myth of Exceptionalism".
They conducted a massive amount of data-gathering, so I look forward to something coming out of that - science is always very welcome.
So it's all fine. The brand had a successful event - people saw the word "Lululemon" many times, which actually is the whole point. And I personally really like coral.
Your fifth paragraph is spot on. All around International Women's Day with all the Instagram activism and marketing tie-ins, including by Lululemon, I kept thinking of Free To Run, which Stephanie Case founded a decade ago, to find ways to get women in Iraq and Afghanistan to run and engage in sports, even if it has to be indoors and in hiding (as is the case in Afghanistan since the return of the Taliban) due to the threat of violence. We are so privileged; and yet we are also threatened here in the U.S. with violence, loss of reproductive rights, and more (don't get me started). I ended my post by linking to a very good article by Zoe Rom about, basically, "enough with the hashtags, let's see real change" on International Women's Day.
As for age—Mirna was the oldest at 48. But I didn't care about precise age per se as much as the missed opportunity to study the physiology of menopausal women because there's such a dearth of research, plus the opportunity to show gray hair and wrinkles—but gray hair and wrinkles don't sell, right?
"...yet we are also threatened here in the U.S. with violence, loss of reproductive rights, and more (don't get me started)". I'm very glad you got started - keep going! Because IMO, this is the real deal. Running - especially ultrarunning which takes huge amounts of time - matters to people like us who can afford the time and energy.
And, "enough with the hashtags, let's see real change" - boom! Go Zoe (and Sarah!)
Of course I have a bias because I was there supporting a runner, but I think to some extent some of the commentary is making the good the enemy of the perfect. There are many ways this event could have been different or inclusive in different ways. Nonetheless, I have no doubt in my mind that some will see the images and video of these women all going further than ever before and supporting each other, and decide that THEY are capable of going further as well. Be it 1 or 1,000,000, wearing Lululemon or something else, it remains a net positive impact and therefore, a good. I also think it is applaudable to invest this much in the science and data for the event, the on-site chefs, the seamstress, the mental and physical support through doctors and counselors and scientists and crew..... because that kind of stuff doesn't necessarily sell product or show up in the social media posts. Sure, it'll be in the documentary when made, but its not eye catching and sexy and I don't see it on the socials. Several of the participants weren't ultra runners. They all impressed. They endured together with unprecedented resources and support.
Slightly off topic I know, but has the whole world forgotten what a vile human Chip Wilson was/is? I will forever associate this brand with him.
I mention it in my post and link to a Guardian article that runs down all of his outrageous, offensive public comments. He stepped down a decade ago but is still the majority shareholder. He got in hot water again early in the year by slamming the brand's diversity efforts.
Thanks for the commentary, Matt, and good points. I don't know if you saw mine, but I shared the reasons for my mixed feelings around Further in the second half of my newsletter here: https://sarahrunning.substack.com/p/a-rock-solid-fun-race-in-moab
I have received so many passionate comments, most of them private emails and DMs rather than on the post's comment thread, the majority of them thanking me for looking at the event with a critical eye and articulating why many of us felt "the 10 women are amazing, but...". But I also got pushback from women upset that I would criticize a brand that did so much for the event to uplift women. The strong feelings on both sides tell me that people certainly were paying attention, and Further had an impact.
I did read your post! ‘Empowerment’ is certainly a fine line to be promoting in any marketing because the follow up is always ‘who are you empowering?’
I certainly agree on your points around the marginalisation of 40yr old+ women’s experiences in marketing, it’s a point that no brand has consistently done well at. However, as you point out in your post, this was a marketing activity and Lululemon’s primary audience is the young, athletic and affluent woman, so the campaign was always going to focus on that audience, especially when so much was spent on it. It’s another disappointment from a brand that could have entered the running space with so much more, but seemingly fell back on old tropes at the starting gate.
I wonder if they chose ultra distance because marathons are becoming a passe distance for "serious" runners.
Nice rundown
I was thinking that too. I feel thats why we’re seeing so many ‘influencers’ enter ultra marathons. It’s the next hardest thing.