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New Blood Entry — Her Three Lines

Award: Wood Pencil

adidas / 2019

Our Adidas campaign answers the problem that girls don’t see themselves with a future in sport and therefore drop out at twice rate of boys.

We found from our research that they sadly lose confidence in who they are and feel like they don’t belong in sport. We want to show girls that this isn’t the case and that sport can be seen as a positive tool for their future.

This can then allow them to thrive and understand skills learnt from playing sport in their future lives and careers. Our target audience research allowed us to find that girls prioritise education over playing sport.

So, from this we want adidas to encourage girls to tell stories of their personal development through sport when applying to Universities or new employers.

The Adidas ‘Her Three Lines’ initiative is a way to allow girls the opportunity to express themselves through a personal statement style model - using their words to tell a story. We chose to title the model ‘Her Three Lines’ as the Adidas logo is made up of three parts and our model was designed to be three sentences starters to get their stories going.

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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