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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.

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