I climbed the Sugarloaf mountain in Wicklow, Ireland, with Irish athleisure brand ‘Gym+Coffee’ and placed my pledge for the #20×20 campaign in a box at the top.
The 20×20 campaign is an Irish initiative in Sport, aiming to achieve:
- 20% more media coverage of women in sport by the end of 2020.
- 20% more female participation whether at player, coach, referee or administration level by the end of 2020.
- 20% more attendance at women’s games and events by the end of 2020.
‘Gym+Coffee’ is an athleisure brand designed in Ireland, which has been gaining popularity since it’s launch in January 2017. This January, they sent out an invite to their “third birthday party” – a free, group hike up the Sugarloaf Mountain to support the #20×20 campaign. I got the email as I’m signed up to their mailing list – so I RSVP’d yes and planned to be one of the first people there in order to get the free beanies on offer for the frst 25 people!
I landed about 9.40, thinking I would be early – but apparently, people had been queuing since before 9am, so the beanies were long gone. I thought that it was genius maketing – loads of people had turned up, all wearing Gym+Coffee merchandise, (I felt like I had to wear head to toe Gym+Coffee and I clearly wasn’t the only one!) and they would all later post their pictures on social media and tag the brand. This hike is available all the time, for free, but everyone gathered at the same time and all dressed in the same brand. Super clever marketing.
Anyway – at the top of the Mountain, they had a box in which to place your pledge for women in sport; whether that be to participate, watch or promote more sport. I pledged to be the best player I can be (I play touch rugby and tag rugby) and to attend more women’s rugby matches as a supporter.
I had technically climbed the Sugarloaf previously for the #IrishBucketList, but as I never made a video on it, I figured this would be the perfect opportunity. I think I need to start labelling these videos ‘The Irish Bucket List’ again though, as people don’t seem to realise they’re the same vlog-style content of me doing “all the cool things there is to do in Ireland”. What are your thoughts – should I bring back the ‘Irish Bucket List’ branding?
After I came down from the mountain, I bought three tickets to see the Irish rugby ladies play, and have attended two so far. (The third was postponed due to the Coronavirus – new schedule tbc). I have also returned to sport, and am doing my best to get back to where I was before my injury and then improve past that point.
#20×20 have a subcampaign called #ShowYourStripes where they ask people to pledge – and nominate others to pledge. As I’ve made my pledge, I need to nominate others to do so too. So, I nominate @HeresKellie from @TRYchannel to #ShowYourStripes and make one of the below pledges.
20×20 is asking people to #ShowYourStripes and pledge to get involved through one of the following – and nominating others to pledge too:
Pledge to Participate or play more, or
Pledge to Attend more women’s sporting events, or
Pledge to Promote, discuss, share, like or follow more female athletes.