JIV Athletics Says 'No' to Camel Toe

WHO

Nika Cleaver, Co-Founder

San Diego, CA

 

I’ve always had a burning love for fashion + fitness which have both played great roles within my life. FASHION fulfills my creative side where FITNESS fulfills my intense/competitive side. Working out is when I usually come up with my most creative ideas and fashion is where these ideas are executed. It’s a weird formula I’ve built within myself, but it seems to work! Although Fashion + Fitness are important elements within my life, I receive most of my inspiration from friends/family and the people I surround myself with. I’ve always been drawn to individuals following their passion + purpose as this makes me tick! For example, my husband, Tommy, has a passion for interior design. Every week he is changing up artwork, positioning our furniture differently, painting over wall colors, etc. He is a BIG part of my daily inspiration as he’s always providing a creative space which naturally elevates my mood. I could talk about his creative gift for hours, but we’ll save that for another time! Currently Tommy and I live downtown San Diego with our little fur baby, Leo.

photo: JIV Athletics

photo: JIV Athletics

WHAT

JIV Athletics is an athletic undergarment company designed for women. All our garments are breathable + wickable, tag-less, roll-free, and our athletic thong is camel toe proof! Our mission is to give women the comfort + confidence they deserve within their everyday athletic wear… especially spandex leggings! It all starts with what’s underneath.

photo: JIV Athletics

photo: JIV Athletics

WHEN

The idea of JIV Athletics was birthed while I was working within an athletic apparel company in 2016. 80% of women would wear spandex leggings to work as this was encouraged by the culture of our company. Many women would work out in the morning or on their lunch break and then proceed into meetings still wearing their workout attire. While walking into a meeting, standing up in front of a group, or simply walking down an exposed hallway, the last thing you want to worry about is covering up your camel toe! We soon became experts at covering the “CT” up by tying long sleeved shirts around our waists, wearing longer shirts to cover up the crotch area, or simply pulling down the crotch of our spandex (which left this awkward gap between your legs). It wasn’t until a very important woman stood up in front of the entire company to give a presentation and there it was, a loud and very proud camel toe. I came home from work that night, shared the idea with my mom and Tommy, and we then began our business plan for JIV Athletics. Today JIV has 4 employees, Me, Tommy, my mom (Tanys), and my step dad (Tom). It’s been a dream to have a company together… HOWEVER, never in a million years would we have thought it would be Camel toe proof panties!

photo: JIV Athletics

photo: JIV Athletics

WHY

Today, health and wellness is one of the leading industries. With the help of social media and influential bloggers, health and wellness is only increasing which forces us consumers to become more aware and conscious about our daily routines. By becoming more mindful, this creates more opportunity for fitness, which also increases the sales of women’s spandex leggings. According to our test pool, more than 50% of women wearing spandex have experienced several camel toes. Another study shows a large portion of women put off working out due to insecurities. What makes JIV unique is that we provide a solution for camel toe which eliminates one less insecurity for women today! If we can help provide women with the comfort + confidence they deserve within their everyday athleisure wear, then we are doing our job!

According to our test pool, more than 50% of women wearing spandex have experienced several camel toes. Another study shows a large portion of women put off working out due to insecurities.
photo: JIV Athletics

photo: JIV Athletics

photo: JIV Athletics

photo: JIV Athletics

FAVORITE 

Camel toe proof thong!

USE CODE ‘SEEK15’ FOR 15 % OFF YOUR PURCHASE