PARK SSC

Taking on the big brands
The Drum Marketing APAC - Chair Award ~~ The Drum Marketing APAC - Gold for Disruption ~~ The Drum Marketing APAC - Silver for Sport ~~ CommsCon - Best Campaign with a Small Budget ~~ The Drum Marketing APAC - Chair Award ~~ The Drum Marketing APAC - Gold for Disruption ~~ The Drum Marketing APAC - Silver for Sport ~~ CommsCon - Best Campaign with a Small Budget ~~

Putting an end to women playing in kits that don’t fit

PARK is an impact-driven sports brand on a mission to level the playing field through football. With the FIFA Women’s World Cup being hosted in Australia it posed the perfect opportunity to draw attention to a problem facing female football players - that 96% still play in men’s kits - and launch PARK’s solution, a sustainable kit designed with real feedback from women around the world.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

Igniting a conversation around women’s football

Working closely with media and influential figures in women’s sport, we landed stories where people were reading, watching and listening, igniting a conversation during a time when all eyes were on women’s football. 

As the World Cup drew to a close and the whole country got behind the Matilda’s and Women’s Football, Pedestrian TV named PARK kits as “key to keep the fire going in Women’s Sport.”

Discover more by watching the full case study video below.

“As an impact-focused, challenger brand we needed a progressive thought-led agency partner that really ‘got’ us. From the first meeting Hopeful Monsters ticked that box and more. The team threw themselves into the project, pushed to create better work and developed innovative solutions to help us achieve our goals. It quickly felt like they were part of our team.”

Sam Davy, CEO + Founder, PARK

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

Igniting a conversation around women’s football

Working closely with media and influential figures in women’s sport, we landed stories where people were reading, watching and listening, igniting a conversation during a time when all eyes were on women’s football. 

As the World Cup drew to a close and the whole country got behind the Matilda’s and Women’s Football, Pedestrian TV named PARK kits as “key to keep the fire going in Women’s Sport.”

Discover more by watching the full case study video below.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

Igniting a conversation around women’s football

Working closely with media and influential figures in women’s sport, we landed stories where people were reading, watching and listening, igniting a conversation during a time when all eyes were on women’s football. 

As the World Cup drew to a close and the whole country got behind the Matilda’s and Women’s Football, Pedestrian TV named PARK kits as “key to keep the fire going in Women’s Sport.”

Discover more by watching the full case study video below.

It's Time to Play Better

With so much attention on women’s football, we wanted to use the World Cup to draw a line in the sand, and show ‘it’s time to play better’ for all female footballers. But we knew the moment would be crowded with sportswear brands spending big, so we had to get creative to get attention. 

Going back to the origins of the kit, we recruited a young footballer who knew all too well the experiences of playing in a men’s kit.  She went on a journey to collect hundreds of stories from female footballers at all levels of the game, demonstrating the size of the problem and spotlighting how PARK is tackling it.

We created a global WhatsApp group where players could share, connect and rally together. These stories were turned into a call to arms calling for a commitment to change the game. 

Showing up in places where football fans were

With so much noise, we had to get creative with our placements, using the power of earned and OOH to get attention. We looked at undervalued media in places where people were watching or on route to the games - like pubs, street posters and the front of houses close to stadiums. By showing up in places where the WWC already was, we were able to capture fans' attention far better than through traditional channels.

Igniting a conversation around women’s football

Working closely with media and influential figures in women’s sport, we landed stories where people were reading, watching and listening, igniting a conversation during a time when all eyes were on women’s football. 

As the World Cup drew to a close and the whole country got behind the Matilda’s and Women’s Football, Pedestrian TV named PARK kits as “key to keep the fire going in Women’s Sport.”

Discover more by watching the full case study video below.

“As an impact-focused, challenger brand we needed a progressive thought-led agency partner that really ‘got’ us. From the first meeting Hopeful Monsters ticked that box and more. The team threw themselves into the project, pushed to create better work and developed innovative solutions to help us achieve our goals. It quickly felt like they were part of our team.”

Sam Davy, CEO + Founder, PARK