adidas RU-GIRLS

Japanese girls face some of the toughest pressures of our contemporary world, in turn creating low self-esteem and mental anxiety. It’s time for a change. adidas RU-GIRLS are a rugby loving community, uniting young like-minded girls to tackle female stereotypes, kick out kawaii and push back on societal conventions. What is more freeing than a rough sport? This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.