Stay In Play

Hill+Knowlton Strategies

Client: adidas

adidas was launching period-proof leggings to athletes who menstruate. We needed to shift deep-seated attitudes to get our audience to Stay in Play whilst on their periods; only then would they even consider purchasing the product.

Research showed a huge education deficit, so we created a PE(riod) Lesson Plan that earned global media attention. Our free, curriculum-friendly lesson educates teens on how they can harness their cycle to Stay in Play. A smart distribution strategy saw us reach teens, coaches, governing bodies and parents getting the world talking about periods in sport, and the leggings selling out on launch day!