ASICS Undropped Kit

Objective: To raise awareness of the gender gap in PE participation and secure national & regional broadcast coverage for ASICS’ solution of a PE kit designed for and by teenage girls, with the aim of boosting girls’ confidence and ensuring their continued involvement in physical education and sports.

Strategy: We worked closely with the ASICS team to create a suite of assets including a filming opportunity at a school and multiple spokespeople including celebrity mum Katie Piper, Team GB athlete Tess Howard, and schoolgirl case studies which allowed us to create a tailored strategy for each national outlet.

Forward planning was key for this campaign, and we began by completing a media audit for both the story and voices and then worked closely with producers over several weeks to ensure each piece of coverage served both the client and outlet, resulting in cut-through in the national media landscape even when news of the energy price cap dominated.

Results: Our role in the wider ASICS Undropped Kit campaign was to drive consideration among schools to purchase the inclusive PE kit. This was driven by our coverage across Good Morning Britain bulletins every hour on the hour, as well as a feature piece on ITV Granada and interviews across Heart Breakfast, LBC, Loose Women, Virgin Radio Podcasts and several BBC regional radio stations.

The blanket coverage, backed by key spokespeople, case studies and a Team GB athlete drove trust in the product and shone a light on the gender gap in PE participation.