Our task was to make women want to participate in sports across Europe. We had to have the Sultans of the net, the Turkish women's national volleyball team at the centre of our campaign.

Our insight was, that many women stay away from sports because they are scared they will look unattractive if they sweat too much. So we wanted to create a campaign, where we show that sweating is not only a good thing and a sign of the effort you put in, but it is straight-up fashionable. So we collaborated with a Turkish fashion designer to create sweat-reactive jerseys for us and featured the team on the cover of Vogue wearing their new outfits. We also created an out-of-home, and social leg for the campaign.