She runs, but she's never just running
LSKD, an Australian Functional Fitness Brand was one of a few companies to do their campaign right during International Women’s Day this year. The campaign was about running and safety and the slogan was “she runs, but she’s never just running”.
LSKD’s campaign was led with an alarming statistic: “92% of women feel concerned for their safety when on a run.” This is an activity that should feel empowering, distressing, calming even. Instead, as the video posted on the brand's TikTok page shows, it becomes a mental checklist. “Is he following me? Is the path well lit? Is my phone charged? I should turn my music down” etc.
On TikTok alone the Australian sportswear campaign video has received over 800,000 views, 11,000 shares, 9,000 saves, over 500 comments and nearly 200,000 likes. A quick scan through the comments section reveals how many women identified with this campaign and felt concerned for their safety when on a run.
One user commented:
“Preparing to run—Men: clothes, shoes, music, water. Women: pepper spray, taser, music in 1 ear only, phone easily accessible with 1 hand, hair up in a way men can’t grab it, run route in public and only run in the day.”
Some women even shared that they no longer run or walk because of the anxiety of cars honking, cat calling, and not feeling safe and having to second guess everything from what they're wearing, to the time of day to how isolated or public a running trail might be.
The brand also shared in a follow up post on the same day that 55% of women have experienced sexist comments, and 50% have been followed while running.
It is sobering that this video and the featured woman’s inner monologue while running was so relatable to so many women. But the campaign did not end there. What LKD did really well in this campaign was that they didn’t stop at raising awareness for women’s safety. They also called for action.
In the caption of their video and several carousel slides posted before and after their video the brand shared:
“It’s time to change how we show up around women running… call out behaviour that isn’t okay, check in on the women in your life, reflect on how your actions impact others, share your story – it’s important.”
International Women’s Day campaigns should spotlight the lived experiences of women. Moments like this are a reminder that conversations about women’s safety shouldn’t be limited to a single day or awareness moment. Running should be an activity that offers freedom, movement, and peace of mind, not a mental checklist of potential risks. By acknowledging the reality many women face and encouraging accountability from the broader community, LSKD reminds us that creating safer spaces for women, whether on a running trail or anywhere else, requires collective awareness and action.
Hopefully, other brands are taking note.
Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.
Connect with her on LinkedIn or at hannahlacymedia@gmail.com.
