Every day, The Butterfly Foundation does incredible work to assist eating disorder sufferers and promote positive body image – now that’s a cause we’re very proud to support.


Sportsgirl and the Butterfly Foundation would like to thank all our generous customers and team members who have assisted us to raise over $3.5 million which has enabled Butterfly to support the estimated one million Australians with an eating disorder as well as many more with negative body image issues.

In 2019 Sportsgirl celebrated a 12-year partnership with Butterfly and funded many projects over that time, including the refurbishment of Butterfly House in Sydney, the home for treatment services and support for in-community multi-disciplinary treatment programs, developed and delivered for children and adults battling eating disorders.

Through your donations, we have also been able to assist Butterfly with establishing a range of other initiatives such as the National Help Line, now directly helping around 20,000 people every year; the Butterfly Wing at the Sydney Children’s Westmead hospital; a comprehensive digital platform helping to support people in remote and regional areas; and direct financial relief grants for sufferers who could not otherwise fund life-saving therapy and treatment.

You can continue to support Butterfly through the purchase of our Butterfly products available in store or online. Every time you buy an item from our Butterfly Range, you’re helping us raise vital funds to promote positive body image, provide treatment and support programs, and bring hope to Australians with eating disorders and their families, with 100% of the profits going directly to the Butterfly Foundation.



At Sportsgirl, it’s not about size; it’s about health, both in the body and mind. Our brand is, and has always been, about healthy, confident girls, whether they’re our team members, customers or Sportsgirl models.

We recognise dieting and low self-esteem are the greatest risk factors to developing eating disorders and we take our responsibilities as a leading fashion retailer and employer of young women seriously.

Sportsgirl has a unique opportunity to influence perceptions in a positive way and is acting on that, in many ways across all our channels.



Sportsgirl has a long standing relationship with Butterfly Foundation, one that has resonated and connected with our staff as they were involved in the initial selection process more than a decade ago. In 2006, Sportsgirl staff around the country nominated negative body image and eating disorders as the issue that is most important to them and their friends. This inevitably led to our incredible ongoing partnership with The Butterfly Foundation, so we could do our bit to raise awareness and funds for this issue. Through its advocacy, awareness-raising and direct support, Butterfly reaches hundreds of thousands of Australians every year, supported by Sportsgirl and this is something we are very proud of.



Eating disorders are among the most serious in Australia, with the highest mortality rate of all mental illnesses. Currently around 4% of the Australian population – or around one million people – are experiencing an eating disorder. They have been diagnosed in children as young as 7 and include Anorexia Nervosa, Binge Eating Disorder, Bulimia Nervosa,  OSFED (Other Specified Feeding and Eating Disorders) and other types of disordered eating.

Eating disorders are complex mental illnesses with medical complications and are unlikely to stem from a single cause. They are not a lifestyle choice nor are they just about food or weight – there are so many other factors, including genetic vulnerability, psychological factors including anxiety, and socio-cultural influences.

Eating disorders not only impact on the person experiencing the disorder, but also on their family, friends and community. The earlier the intervention, the higher the chance of a full recovery, and much of Butterfly’s work focuses on schools and communities with prevention and early intervention programs.


For more information on eating disorders and body image issues, as well as more about our partnership, be sure to drop by the Butterfly Foundation website.


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