Create an innovative integrated campaign centered around the Turkish women's volleyball team, 'Sultans of the Net.' The campaign's primary objective is to inspire and increase the participation of young girls and teens in sports, promoting not only physical activity but also encouraging their involvement in leadership roles and various aspects of life. Targeted at girls and teenagers, the campaign aims to encourage the next generation of women to take up sport and leadership roles, as well as promoting a culture of inclusion and equal participation. The initiative aims to make a lasting impact by promoting empowerment, breaking gender norms and encouraging a wide range of activities for young women.

The Comfort Collection addresses a critical issue by recognizing that body image concerns contribute significantly to the discontinuation of sports participation among girls. As they undergo physical changes, discomfort in excessively tight sportswear becomes a barrier. To combat this, we've partnered with Billie Eilish to create the first oversized sports collection. This groundbreaking initiative aims to empower young girls, fostering comfort in sports and eliminating appearance-related worries.

The campaign leverages the influence of Billie Eilish, a strong female role model, to resonate with the targeted young audience. By associating sports with comfort, confidence, and a relatable icon, we aim to inspire the next generation of women, promoting a culture where every girl feels empowered to participate in sports, embrace their uniqueness, and challenge societal norms. This extends to our collaboration with the 'Sultans of The Net,' the Turkish women's volleyball team, as a powerful symbol of female prowess. Through this holistic approach, we aspire to create a cultural shift.