Today marks the launch of We Like the Way You Move, the latest chapter of Sport England’s This Girl Can, which has already inspired more than 4 million women to get active. This new campaign takes a bold step forward by championing Black women and other underrepresented groups who remain largely invisible in sport and physical activity spaces.

Fresh research shows the scale of the problem: across 8,559 women pictured in sports and leisure imagery across England, only 56 were Black. For many, the absence makes it harder to feel welcome. Yet Sport England’s data reveals exactly what Black women want to see more of: family-friendly classes, music rooted in Black culture, accessible equipment support, and staff who understand their needs.

The campaign’s joyful new advert, soundtracked by a reimagined I Like the Way by BodyRockers, showcases thirteen women from across England moving in real-life ways, from kitchen dance parties to boxing, perimenopause-friendly routines, and walking football.

Together, they paint a fuller, more authentic picture of what being active looks like. 

Grassroots leaders like Tasha Thompson, founder of Black Girls Do Run UK, remind us that the benefits of movement stretch far beyond fitness; it’s about confidence, community, and belonging. With We Like the Way You Move, This Girl Can is creating space for every woman to thrive in her own way.

To find out more, visit https://www.thisgirlcan.co.uk/move or use hashtag  #ThisGirlCan on socials.