Client: ASICS
Two out of three girls will drop sport before 16 and PE kit is a major reason. Period anxiety, sweat visibility, shapes built for boys don’t just bother them. They stop them. For ASICS, a brand built on Sound Body, Sound Mind, this was a barrier they could fix. Handing ownership entirely to the girls, their voices, their design choices, ASICS spent ten months co-creating The Undropped Kit, an inclusive PE kit designed to keep girls in sport. In partnership with Inclusive Sportswear and Mind, the campaign drove national cultural conversation with 515M reach and 21 prime time broadcast spots and then it changed policy. The Department for Education changed PE kit guidance to include ‘choice’ and ‘inclusion’.
