What Brands Need to Know to Successfully Market Feminism in the #MeToo Era

Aerie, Bulletin and Gatorade provide blueprints on how to do it right

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In March, American Eagle’s lingerie chain Aerie made a major statement. The store released a one-piece black bathing suit with the word “Survivor” stamped across the front. Modeling the swimsuit was gold medal winning gymnast Aly Raisman, who had recently opened up about being sexually abused by a USA Gymnastics doctor for years.

To take such a powerful stance on the importance of women’s rights and the need to listen to women’s stories could have easily backfired.

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This story first appeared in the August 6, 2018, issue of Adweek magazine. Click here to subscribe.