The Brief: Remove the barriers to sport for young female athletes, and establish adidas as the women’s sports brand.
The Approach: The sports media world is undoubtedly male dominated. With adidas, we set out to level the playing field for women in sport, creating a platform to provide more opportunity, access and visibility for women of all ages in every sport. Empowering female youth athletes to get in sport, stay in sport, and be the change for the future of sport.
The Work: A fully integrated year long brand campaign, focusing on four key moments: Pre-Holiday, International Women’s day, Women’s World Cup and International Day of the Girl. Throughout these four key moments, we launched a campaign across all channels, encompassing broadcast, athlete and brand social, athlete video series, eComm takeover, OOH, retail, a Twitter female highschool livestream platform, and two youth sports activations as a proof point to taking action to create real change.