Problem: Change the lives of young female athletes in adidas’ key cities. Build them a future in their city’s pitches, fields and courts of play.
 

Insight: Hackney is the most socially and economically divided area in London. BAME youths have fewer opportunities and feel they have less of a future ahead of them. After talking to young girls as well as those with sporting success stories (GB boxers and athletes) we wanted to provide girls with
a sense of empowerment and hope.

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Solution: A three part mutli-disciplinary campaign to engage a new audience in boxing, evoke emotion and inspire positive development in the girls of Hackney and their community.