World Stage, New Tough

Global, Full-Funnel Marketing, Content Creation, Product Marketing, Strategic Partnerships & Collaborations

Global sportswear brand, Women’s global football

Challenge

A global sports brand had no presence in football — one of the world's most competitive sports categories — and a strained relationship with women, a strategic growth audience. The brand lacked trust, distinctiveness, and a clear point of view on how women actually experience "toughness." Breaking through required more than a traditional campaign — it required a completely new way of showing up.

Insight

Elite female footballers defined toughness as an inner, mental, emotional, and cultural battle—not just physical grit. That gap between the brand’s definition and theirs was the opportunity.

Strategy & Idea

Reframe toughness from the inside out and launch a culture‑led, full‑funnel platform, “The Battle,” connecting women’s football and hip hop to introduce a new women’s football boot on the world’s biggest stage.

What we did

Developed hero content anchored in live culture, including an original hip‑hop track, “Armour Up,” created to celebrate the 50th anniversary of hip hop and brought to life through a hero film shot in Manchester featuring emerging female artists from the US and UK, directed, choreographed, and produced by legendary hip‑hop icons.

Impact

Delivered over 20K YouTube views for the “Armour Up” film, a 300% increase in music streams globally, and a 150% lift versus the brand’s average social engagement benchmarks. The campaign drove a 75% lift in women’s football boot sales versus the previous season and established the benchmark for how the brand develops and executes future full‑funnel global campaigns.

*Selected work shown performed while the founder was employed by a global sports brand.