Australian-born impact driven sportswear brand PARK is campaigning to stop women playing in ill-fitting kits.
Research conducted by the Professional Footballers Australia on behalf of PARK shows 96% of Australian women footballers have had to play in a men's kit and the brand is declaring “it’s time to play better”.
The integrated campaign created in partnership with Hopeful Monsters sees social, earned and OOH come together to put an end to women being forced to play in men's kits.
PARK partnered with Young Matilda’s and Canberra United player Emma who created a closed WhatsApp group that collected stories from women football players around the world, talking about the consequences that playing in ill-fitting kits has had on them from impacting their confidence, to the way they play the game.
Emma took the discussion public, via the media, TikTok and Instagram, with fellow A-League Women players, Laura Hughes and Annabel Martin, who discussed their personal struggles and challenges they have placed playing in badly fitting kits.
Katie Barclay, CEO of Hopeful Monsters, said there are many conversations happening about women’s sport but most are focused on sport at an elite level.
"Kits that don’t fit are impacting women from elite down to grass roots," she said.
"This issue can be easily dismissed, so we needed an idea to make people sit up and take notice. When you hear the stories from women of how this is impacting them, you can’t ignore it."
To capitalise on Australia hosting the biggest tournament in football, the campaign targeted fans where they would be - in the pub watching the game. Iconic venues like The Lord Gladstone and The Lansdowne were among a number of pubs that supported the grassroots style OOH campaign.
The multi-channel campaign has seen street posters surround the grounds and balconies turned into billboards, mobilising private residences into powerful statements of change. Homes on the way to football venues were targeted for their high traffic locations and their prime real estate; a chance to support a cause that resonated for them.
Co-founder and CEO of PARK, Sam Davy, said for too long all the big brands have talked about the need for change but the time for talking is done.
"It’s time to give every woman the chance to play in a high-quality kit that fits and is good for the planet too. It’s time to play better," said Davy.
Designed in consultation with women footballers, PARK has released a kit that offers women the chance to choose one that suits their body shape and how they like it to feel when playing. This includes shorts of varying lengths and jerseys specifically fitted and sized for women. The kit is also entirely sustainable, created with unique fabrics that elevate technical function while lowering carbon emissions.
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