This Is A Women's Cleat
Women’s sports are not often taken seriously, and the equipment reflects that. Women’s soccer cleats are typically smaller versions of men’s cleats in different colorways. For the first time ever, Adidas revolutionized the soccer cleat by building footwear specifically for the female athletes.

There are nearly 4 million registered youth soccer players in the US, and roughly 50% of them are female. We knew there was a market that needed to be empowered. The campaign recognizes that female soccer players have been underserved and deserve their own cleats. With a historic product story, we wanted to call out the industry practice of “shrink it and pink it” and commend Adidas by using badass athletes ready to wear shoes made specifically for them. Our goal was to spark young female players to imagine their future with cleats worthy of their individual style and potential. The campaign ran on Brand and Athlete SnapChat, Facebook and Twitter channels with paid support specifically targeting young female soccer athletes.