October 12, 2017

T.J.Maxx signs with Laila Ali, Barbara Corcoran

Laila Ali, one of several celebrities T.J.Maxx has signed for a new women's initiative.

T.J.Maxx is starting an initiative on women's rights with former boxer Laila Ali and Barbara Corcoran, a celebrity investor on the entrepreneur TV show "Shark Tank."

The retailer, part of TJX Cos., said Wednesday it will have Ali and Corcoran on an advisory panel for a program it is launching called Maxx You Project Lab. The initiative is "aimed at helping women discover more about themselves, as well as identifying the barriers and levers to letting their individuality shine."

The effort will be lead by Serena Chen, a pyschology professor at the University of California Berkeley whose studies focus on how identities are formed, T.J.Maxx said.

T.J.Maxx said Ali will bring a perspective on how women can "be true to themselves in everything they do," and Corcoran will help women embrace what sets them apart from others.

The panel will have what T.J.Maxx called "immersive experiments and quantitative research" in events scheduled this month in Chicago, Los Angeles and New York.


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