To make your activewear brand stand out from the crowd, do the opposite of what most people do …

Show more than one body type.

There I said it.

Inclusivity isn’t just a trend—it’s an essential part of how brands connect with consumers. Nowhere is this more critical than in the fitness and activewear industries. Historically, activewear campaigns have relied on a narrow depiction of fitness: slim, muscular, and athletic bodies that represent an idealized version of health. However, today we are seeking representation and authenticity. We want to see ourselves represented.

Activewear is for everyone, and activewear campaigns need to reflect that. Let’s embrace diversity in body types, showcasing a range of sizes, shapes, and abilities. Doing that will enable brands to foster deeper connections with their audience and send a powerful message: fitness isn’t about fitting into a mold; it’s about movement, health, and empowerment for all.

Representation matters

Representation in advertising has a profound impact on how people view themselves and the brands they interact with. When people don’t see themselves represented, they feel alienated and disconnected from the brand. For too long, fitness has been portrayed as something that only certain bodies can excel at—those with low body fat, toned muscles, and a specific aesthetic.

By including a diverse range of body types, brands send the message that fitness belongs to everyone. That fitness doesn’t have one look. That plus sized people, disabled people, can be fit, ARE fit.

Shifting the narrative around fitness

By showcasing different body types in activewear campaigns, brands can help shift the narrative around fitness. It’s not about fitting into a specific aesthetic; it’s about how fitness makes you feel. It’s about the strength, endurance, and joy that come from moving your body, regardless of size. This shift helps redefine fitness as an inclusive journey, one where every body is valid, and no one is left out.

Appealing to a broader audience

When brands only showcase a narrow range of bodies, they alienate a significant portion of potential buyers.

As the demand for more inclusive representation grows, brands that fail to adapt risk being left behind. In a crowded activewear market, standing out by championing diversity can be a key differentiator, helping brands not only attract new customers but also create lasting, meaningful relationships with them.

Promoting body positivity and self-acceptance

Body positivity isn’t just about acceptance, it isn’t about tokenism of bodies either. It’s about dismantling harmful beauty and fitness standards that have long dominated industries like fashion and fitness.

By featuring diverse body types in activewear campaigns, brands actively contribute to the body positivity movement. They help break down the unrealistic beauty standards that have excluded so many people from feeling good about their bodies. Instead of promoting an idealized version of fitness, brands that embrace body diversity celebrate real bodies—bodies that are strong, resilient, and worthy of representation.

As a photographer, I’m passionate about showcasing real, diverse bodies in my work because fitness is for everyone—and everyone deserves to see themselves represented in the brands they love.

There's hardly anything as powerful as seeing yourself represented. Take this seriously.