Data shows that young girls are as intrinsically sporty as boys, but for several reasons, they drop out as they are entering their teens. These reasons are interconnected and remind us of “the chicken and the egg”. One thing’s clear: young girls need to be encouraged for equal participation in sports - and fast.

TVF collaborates with Puma and Vodafone to create the Data Fire-Uppers, the first sneaker that turns physical activity into cellular data, available exclusively to under 20-year-olds. As teens worldwide and especially in Europe are always after free data, this is the primary incentive for girls to get moving and rejoin sports. They gradually get a sense of community as well as a sense of mission, as they are always faced with the option to donate their training stats and data to TVF for research on women in sports. The youthful and energetic tone of voice in OOH and social media Ads earns the attention of the gen Z and gen Alpha target audience, and the PR stunt featuring Sultans of the Net in the Olympics opening ceremony draws immediate global attention.