Create an inspirational integrated campaign for the TVF (Turkish Volleyball Federation) with the Turkish Women's Volleyball Team at its core that increases female participation in sport.

Problem:

The revealing dress codes in sports discourage girls from playing because they don't like how they look or how they're looked at. The uniform regulations lead to female athletes feeling objectified and a lack of young women's participation in sports.

Solution:

TVF will change the regulations for the 2024 Olympics with a petition campaign to empower female volleyball athletes with choice, letting them wear what feels more comfortable and better portray their prowess. This way, we shift volleyball's perception among young women and teenagers, making the sport less objectifying and more inviting.

Strategy:

Leveraging the Turkish Women's Volleyball team as ambassadors and an exclusive PUMA shorts collection, our petition message, "Let Athletes Call the Sho(r)ts," seeks to create lasting change, boosting participation among young women in the sport.