adidas Women's Soccer: THIS IS A WOMEN'S CLEAT
I wrote the script for THIS IS A WOMEN'S CLEAT, and concepted the visual treatment. And somehow, I convinced everyone to let me light a bunch of cleats on fire. The advertisement was picked up by Ad Age in a front page feature story.
Women’s sports are not taken seriously, and the equipment reflects that. Typically, women’s soccer cleats are smaller versions of men’s cleats in different color ways. There are nearly 4 million registered youth soccer players in the US, and roughly 50% of them are female.
My favorite part of the campaign was seeing comments from young girls who were genuinely excited to see the first ever cleat built for women: