adidas Women's Soccer: THIS IS A WOMEN'S CLEAT
Women’s sports are not taken seriously, and the equipment reflects that. Even though there are nearly 4 million registered youth soccer players in the US, and roughly 50% of them are female, women’s soccer cleats are just smaller versions of men’s cleats in more "feminine" colors. As a female soccer player this made me mad.
So, 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.
My favorite part of the campaign was seeing comments from the next generation of soccer players who were genuinely excited to see the first ever cleat built for women: