Background

One thing is key when it comes to making girls continue with their sports: female role models. Because if young girls aren't surrounded by the belief that they can succeed, there’s a significant risk they'll quit.

Unfortunately, sportswomen don’t have the same media coverage or outreach as men. Therefore, it is of utmost importance to connect young girls with the older generation of female athletes so they can be inspired by them.

Insight

Reminding young girls that there are a lot of women to look up to, both professionally and all around them, will keep them in the game.

Idea

To raise awareness, the Turkish Volleyball Federation, together with their official sponsor Puma, will launch a limited edition volleyball sneaker that includes a built-in contract.

The shoes can only be purchased with the condition that once you've outgrown them, you commit to passing them down to a younger girl, to encourage her to keep playing. This way, she can continue to follow in your footsteps.

All the proceeds will go to the Turkish Olympic Committee’s ongoing project in empowering girls aged 10-14 through athletics.

Execution

Our campaign kicks off with a stunt during this summer's Olympic Games, coinciding with the first game of the Türkiye women's national volleyball team’s. They’ll be wearing our sneakers, but the second the game finishes they’ll take them off and give them to a group of young girls, waiting on the stands.

Following that, we will reveal our message by launching our limited edition sneaker on our website, along with campaign assets in both online and offline formats.

To extend the initiative beyond the world of volleyball, the contract will be able to download as a sticker on its own. Ready to be used on any type of sport shoe or boot.