OUGD603 - Adidas - Brief

OUGD603

Adidas

Brief

Summary
In Collaboration with H+K Strategies

Aim: Brake down the barriers which cause young women to drop out of sport by creating a service, brand experience, campaign, digital experience or product (app or digital build for example). The outcome must: get girls engaged with a sport (specifically: tennis, swimming, rugby, weightlifting, hockey and boxing) 
Focuses on removing the mental or physical barriers that prevent girls from getting onto, or staying on, the fields, courts and pitches. 

Target audience: Young Female athletes - 14 to 19 year old females. Amateur to future professionals. Must live in one of the major cities.  

Locations: London, Paris, New York, Tokyo, Shanghai and LA.

Deadline: 20th March 2019, 5pm GMT

Further research: 
-Adidas Create Change Campaign
- H+K Strategies
- Billie Jean King

Statistics:
In London, Paris, New York and Tokyo alone, over 50% of girls don't play competitive sports and over 25% of girls stop playing sport between the ages of 14-17.

Barriers:
- Don't see a future
- legacy of inequality 
- lack of infrastructure
- lack of role models
lack of funding

What Sport will you choose? - Weightlifting
What barrier will you focus on? - lack of role models / lack of infrastructure