Not all athletes are born equal. adidas has found that in London, Paris, New York and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17. Why? Because they don’t see a future. There are too many barriers stopping their progression. There’s a legacy of inequality and opportunity. Lack of infrastructure, lack of access, lack of role models, lack of funding. A legacy that adidas wants to change.
Challenge - Encourage more girls aged 14-17 to participate in sports by removing mental and physical barriers through the use of a brand experience and campaign in London.
Solution - To create a series of boxing events in partnership with PureGym, during the summer of 2019. These events will encourage girls to see sport as more than simply improving their fitness and body image.
Instead, the aim is for them to see boxing as a way to create movements and confidence with their body to feel safer whether within themselves or when alone in public. With boxing, you can do anything you want to do.
Posters
To grab the attention of potential attendees, the posters will foreshadow the events activities by using the questions ‘want to be ___ ?’ against a black background. Once approached/walked past, the posters begin to show the rest of the graphics to suggest that by participating you can achieve your goals.
Those who interact with the posters will then be able to scan the QR code on their phones and be directed to the Facebook page to find out more information and purchase tickets.
Event pages
Visiting the Facebook page will provide the user with access to all of the essential information and a greater understanding of what the event will entail. Here they can see who else is attending and allow connections to be made before the event.
Messenger
Once the user has either clicked interested or going to the event, she is_ will automatically send them a private message, encouraging them to ask questions and provide information on how to purchase tickets and travel routes.
These actions are achieved by asking the user where they will be coming from, assessing the walking distance and tube times to arrive at the event with plenty of time. She is__ have planned their events to be safer for girls but organising for 11am - 12pm during the summer holidays, to insure that lots of people will be around and it’ll be well lit.
She is__ will then instruct the user to continue messaging on their route to the event in the case of an emergency and suggests travelling with friends. Once at the event, the users location will be received and their safety/attendance will be registered.
Invitations/letters to teachers
To make sure the event reaches out to all girls, she is__ aims to send letters to secondary school teachers all over London, asking them to give these invites to girls they believe deserve the chance to be whoever they want to be and so far, may not have been given the opportunity or encouragement to. By doing so, the girls who receive this invitations will hopefully feel valued, causing a change in the self-worth and boost their confidence.
The Space
At the event, the PureGym class spaces will be transformed, creating dark spaces illuminated by moving imagery on projected screens. These will provide guidance alongside the luminous equipment worn by the attendees.
Equipment
Attendees will be provided with elasticated straps made of Velcro to indicate
where each body part is during the event - for example:
Yellow - head and stomach
Purple - upper arms and wrists
Green - thighs and calves