The brief asked us to encourage the next generation of young girls to get involved in sport. We looked into the many reasons that girls are deterred from playing and we found that 70% of girls dropping out of sport was due to clothing concerns. Girls at that age are very vulnerable and as their body changes, they feel more anxiety. The rules around sports uniform and kits are outdated. So we wanted to change the rules to help young girls feel more confident and encourage them to carry on playing sport.

With the help of The Sultans of the Net's official sponsor, PUMA, we're creating an interchangeable, versatile sports garment called FIT FOR ALL. Body image concerns change for each girl, one might hate their legs, so the thought of having to wear a skirt will be their worst nightmare. One girl might feel self-conscious about their chest, so to wear a vest may fill them with anxiety. We know and appreciate everyone has their own insecurities and their own reasons as to why they feel that way. And we're not trying to change that. It's easy to tell someone to not worry, it's hard for them to do so. Our garment has 11 detachable components, so people can cover up what they don't want on show. There's 4083 combinations so everyone can wear it how they want. There's no need to be forced to wear a uniform their way, because you can wear it your way. We're talking to our audience where they'll be, on Instagram & Snapchat, but then also talking to the wider world through OOH and activations at the 2024 Olympics and Paris Fashion Week. Overall, we're inspiring young girls to embrace their insecurities on the court.