South Africa is full of female athletes pushing boundaries in the male-dominated sporting world. But these women weren’t getting the acknowledgement they deserved. adidas wanted to change that. Celebrating their stories.

Teaming up with South African sports retailer Totalsports, we shot a four-part content series focused on inspiring local athletes. From dancers to national team hockey players. Highlighting the obstacles they’ve had to overcome just to succeed, from discrimination to the reality of motherhood. Our series was supported by a digital and social campaign featuring over 100 stills, videos, and blog posts. Empowering women to seize every opportunity and succeed in sports their way.

The campaign put the important issue of women in South African sport centre stage. Generating conversation and celebrating our athletes.

• 690,000 impressions
• 4,900 sales of adidas’ new female sportswear range during the campaign’s three month run