Bruises can be good

Reaffirming its position of being a tough fitness brand, Reebok India has launched an engaging social experiment on International Women’s Day that makes a compelling statement on societal insights. Being a proud women-first brand, with a rich combat training history, Reebok undertook a powerful experiment – Bruises can be good – that taps into specific cultural and social conditioning to spark conversations to bring about a legislative change in the country.

According to the National Family Health Survey (NHFS-4), every third woman in India, since the age of 15, has faced domestic violence of various forms with 27% women experiencing physical violence. 

Highlighting that most of us perceive bruises and marks on women to be a result of violence, whereas they could have been a result of being in a combat and even winning over the opponent, Reebok has made a petition on Change.org to make self-defense a mandatory part of school and college curricula for female students; Reebok wants to send this to Min. of Women and Child development, Govt. of India and is calling out to everyone to sign this petition. Reebok partnered with e-commerce portal Myntra to spread awareness about the cause and the petition that leads it.