Client: ASICS
Over 64% of UK girls drop out of sport before age 16, with school PE kit a major reason. To address this, ASICS, partnered with Inclusive Sportswear, Mind and teenage girls across the UK to co-create a concept PE kit that girls actually want to wear. Designed and tested with pupils at Burnley High School, an area with among the UK's lowest PE participation rates, the kit was designed to make girls feel more comfortable, tackling key issues including lack of choice, period anxiety, sweat visibility and shapeless design. The campaign launched through film, OOH and social with girls leading the narrative. We sparked national conversation, delivered outstanding broadcast and achieved policy change - getting the words 'choice' and 'inclusion' added to Department for Education PE kit guidance. We even took the kit to Parliament.
