#adidasgirl - Proposal for the D&AD brief
Society still considers boxing as a sport more exclusive to males. My goal was to make boxing to look more feminine and to encourage young girls to start thinking that every sport is for girls.
The campaign would be displayed on the streets of London but also in the Adidas store in Oxford Street which would be transformed to look like a boxing ring. There’s a special boxing experience for girls who visit the store. They can try boxing with a professional coach and get discounts at the local boxing clubs.