Across Europe, sports participation rates are significantly lower for girls (20%) than boys (80%). In response to this, we were asked to create an inspirational integrated campaign, with the Turkish women’s volleyball team ‘Sultans of the Net’ at its core, that increases women’s participation in sport. As part of our strategy, we set ourselves three objectives. Our business objective was ‘To establish the Turkish Volleyball Federation as a leader in encouraging participation in women’s sport across Europe’. Our marketing objective was ‘To increase participation in sport among young European girls and teens. Lastly, our comms objective was ‘To inspire young girls and teens to participate in sport’.

Introducing the Kiz Collection: A special redesign of The Sultans of the Net's team uniform, commissioned by the Turkish Volleyball Federation. Based on the insight that young girls struggle to envision themselves in sport, we’ll take the team jersey and relace the player names with the words ‘your name here‘. This turns the jersey of the world’s #1 women’s volleyball team into an open invite, enabling young girls to see themselves in sport. We’ll launch the Kiz Collection through Instagram, TikTok and PR as well as having the team wear the shirts offline, at events and matches before the Olympics. We’ll maintain the hype with dynamic digital CGI activations and expand into partnerships with other relevant athletes and brands, like Barbie. All comms will lead to a landing page providing young girls with inspirational content as well as a directory linking them to European sports clubs in their area. At its core, our campaign sees women across the Olympics and sport removing their names for the girls that will follow in their footsteps.