The new year of 2020 (before we knew what COVID was and before the world shut down) brought a new announcement for Dick’s Sporting Goods. The creation of their Women’s Initiative program, which includes redesigning stores to include more room for women’s and girls’ products; a three-year, $5 million grant to the U.S. Soccer Foundation to engage 100,000 girls in underserved communities by 2023; and a sponsorship of USA Softball. They also wanted women to know they had a bigger, wider selection of women’s products.

We found a slightly obscure historic fact that the first sports bra was created in 1977 by three women sewing two jock straps together. They called it the “Jogbra”, and thus starting a movement of movement. And we got the iconic athlete most associated with the sports bra, Brandi Chastain, to be the voice.

And later that year Dick’s committed to donating 100,000 sports bras to under-resourced youth athletes.