According to Adidas in their 2019 D&AD brief, over 25% of girls aged 14-17 won’t continue playing sports because they do not see a future in athletics. On top of that, the social stigma for girls in sports is extremely negative, featuring little to no representation on TV. We created a campaign that changed that.
Posters would be placed inside of locker rooms, near recreational areas, and water fountains to inform high school girls about Adidas Alumni sponsored clinics.
A decal mirror would be placed inside the locker room of the partnered high school to encourage app download and more social media publicity.
Limited Edition Clothing
Sports-wear would be given to our hand-picked alumni and also be available to participants in the sponsored clinics.
App & Social
Adidas app would be extended, highlighting the alumni feature at the top. As a user, you're able to create an account, follow and learn about female athletes (Adidas Alumni), complete workouts, engage in messages from alumni, and sign up for clinics nearby.
Co-direction: Benjamin Martinez, Jesenia Duque, Kelsey Veenstra, Ashley Moehlenpah