THIS. IS. SPORT. is a campaign crafted to redefine how the phrase "women's sports" is perceived. Sport is not inherently male. There are women’s sports and there are men’s sports — and we believe both should be valued equally. For far too long, women's sport has been deprived of the attention, support, and respect that it deserves. On behalf of The Sports Bra and Equalize The Future, this shirt is a reminder that when women play, it’s not just women’s sports but that: THIS. IS. SPORT.