adidas women's soccer: this is a women’s cleat

Women’s sports are not taken seriously, and the equipment reflects that. Women’s soccer cleats fall victim to the “pink it and shrink it” practice (i.e. smaller versions of men’s cleats in more "feminine" colors). As a soccer player, this annoys me. So, I convinced everyone to let me light a bunch of cleats on fire.

The advertisement was picked up by Ad Age in a front-page feature story.

My favorite part of the campaign was seeing comments from the next generation of soccer players genuinely excited to see the first-ever cleat anatomically built for women:

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CCO: Alicia McVey

Executive Creative Director: Rick Albano
Creative Director: James Robinson
Art Director: Jacob Cowdin