SAN FRANCISCO (CBS SF) — If you notice more and more women in San Francisco and across the country running in their sports bras, you’re witnessing a new movement.

It’s called Dare To Bare. The sporting events are sponsored by the Movemeant Foundation, a San Francisco-based non-profit that works to combat the ill-effects of negative body image. One way is to “empower women find self-confidence through movement and self-acceptance in a sports bra.”

Dozens of women did just that on the Marina Green Saturday at the Dare to Bare Festival. There were classes in hip-hop, TRX Suspension training, an obstacle course, and live entertainment.

For those who couldn’t make it, the website encouraged them to, “be bold and bare it on your own hometown…. at a bakram, in Zumba class.”

According to the Movemeant Foundation, negative body image has become an epidemic. “Body dissatisfaction has become so ubiquitous that Americans spend $40 billion dollars a year for weight loss programs and products alone.”

The foundation’s next move is to select groups of inspirational Dare to Bare ambassadors who will champion the spirit of body acceptance nationwide.

“They are amplifiers for our mission, taking a proud stand for those suffering from body image issues, physical inactivity and the emotional and psychological consequences of an unrealistic standard of beauty.”