New Blood Entry — adidas RU-GIRLS
Award: Graphite Pencil
adidas / 2019
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.
