Park
It's Time to Play Better
The Problem
Despite the growing popularity of women’s football, 96% of female players still wear kits designed for men. With the Women’s World Cup approaching, PARK needed to highlight this inequality and stand out against the world’s biggest sportswear brands.
The ideaI
It’s Time to Play Better. We gave female footballers a voice, collecting hundreds of personal stories about playing in ill-fitting kits and turning them into a global call for change.
Through social, earned media and unconventional advertising around World Cup venues, we put the issue in front of football fans while showcasing PARK’s sustainable, female-designed alternative.
The Results
Over 71 million earned impressions, helping a challenger brand gain international attention.
Awards
The Drum — Chair Award, Gold and Silver.
CommsCon — Best Campaign with a Small Budget.
Shorty Awards — Gold for Gender Equality.
CommsCon — Best Campaign with a Small Budget.
Shorty Awards — Gold for Gender Equality.
Working closely with media and influential figures in women’s sport, we landed stories where people were reading, watching and listening, igniting a conversation during a time when all eyes were on women’s football.
Credits: Hopeful Monsters