Oiselle, a by women, for women athletic apparel company, is launching a new sports bra donation and education program: GOT (Girls On Track) Bras, focused on middle school girls in need, ages 10-14.
The GOT Bras mission is to help girls stay active and see sports as a lifelong pursuit. The company plans to donate at least 2,000 sports bras in 2017, and to share educational content about how to accurately choose and fit a sports bra. In 2018 and beyond, the company will increase donations and produce first-bra designs just for girls.
According to recent research, including a study in the Journal of Adolescent Health, middle school is a crucial fork in the road, during which some stop participating in sports due to their changing bodies. According to research, 73 percent of girls report having breast-related concerns regarding exercise and sports and 87 percent want to know more about breasts.
Close to half report that their breasts have an effect on their participation in sports. Families in need may not have the resources or information to purchase a girl’s first sports bra.
Receiving a sports bra at the right time can make a difference in how young girls view sports from that point forward. Oiselle’s goal is to remove the barriers in that formative moment, and to encourage lifelong sport participation. The lifelong benefit of sports has been well documented, driving higher rates of physical health, educational and professional success, spiritual well-being, and reduced rates of health problems and illness.
Oiselle’s first charity partner for the GOT Bras program is Running for a Better Oakland (RBO) in Oakland, CA. Having grown up in the Bay Area herself, Oiselle Founder & CEO Sally Bergesen saw RBO is the ideal partner in multiple ways.
“When we learned about Running for a Better Oakland, we were immediately struck by the value of what this group does. They invite and encourage youth participation in running, across all ages for girls and boys, and get them hooked on moving their bodies. There is nothing more simple and valuable than that,” stated Bergesen.
In addition to RBO, Oiselle will select its donation recipients through a community nomination system. By visiting oiselle.com/got-bras, Oiselle customers and teammates can nominate schools, organizations, and/or clubs that fit the criteria of reaching girls in the 8-14-year-old age group, within communities that are most in need of information and donated product.
One of the program leads and Oiselle Director Dr. Sarah Lesko is also a family doctor with expertise in the changing physical needs of girls and women. “What we know is that at this age, girls need more than free product. Through GOT Bras, we will provide very straightforward, usable information for a population of girls that need it most. We want to de-mystify and de-stigmatize breast development. The sooner they have clarity on breast development as a normal, natural stage in their lives, and the helpful role of a sports bra, the better,” stated Dr. Lesko.
Photo courtesy Oiselle
