The Ask
Create awareness around adidas’ new women’s soccer cleat amongst young female athletes.

This Is A Women’s Cleat
We crafted a campaign to spark young female players to imagine their future with cleats worthy of their individual style, potential and body.

Women’s sports are not often taken seriously, and the equipment reflects that. Women’s soccer cleats are typically smaller versions of men’s in 'feminine' colorways. With a historic product story, we wanted to call out the industry practice of “shrink it and pink it” with a thumbstopping, provocative social campaign. And people NOTICED.

The Approach
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 waiting to be empowered. The campaign recognized that female soccer players have been underserved and deserve cleats of their own.

Paid social (and organic) content on IG, FB and SnapChat targeted tomorrow's generation of female soccer athletes by using badass athletes they respect and admire with a message they couldn't ignore.

Roles:
Creative Direction

Partners:
Creative Team / Kelsey Wilkins, Jacob Cowdin, Billy Lymm, Cat Hyland
Director + Editor / James Carrol
DP / Brian Lincoln

The AskCreate awareness around adidas’ new women’s soccer cleat amongst young female athletes.

This Is A Women’s CleatWe crafted a campaign to spark young female players to imagine their future with cleats worthy of their individual style, potential and body.

The ApproachThere are nearly 4 million registered youth soccer players in the US, and roughly 50% of them are female. We knew there was a market waiting to be empowered. The campaign recognized that female soccer players have been underserved and deserve cleats of their own.

Paid social (and organic) content on IG, FB and SnapChat targeted tomorrow's generation of female soccer athletes by using badass athletes they respect and admire with a message they couldn't ignore.

The Ask
Create awareness around adidas’ new women’s soccer cleat amongst young female athletes.

This Is A Women’s Cleat
We crafted a campaign to spark young female players to imagine their future with cleats worthy of their individual style, potential and body.

The Approach
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 waiting to be empowered. The campaign recognized that female soccer players have been underserved and deserve cleats of their own.