Helping a sports drink brand build a “Co-Ed” culture culture and strategy
The Challenge
A leading sports drink company was seeking to build a stronger brand platform for female athletes. There was a need for an empathic, insightful experience of today’s female athletes, to ensure the product, messaging, and overall tonality was on point.
The Approach
WG designed a journalistic-style research program, which engaged present and former female athletes and coaches to understand their identity dynamics as both women and athletes, how that identity shifted over their life stages, and where they hit barriers in their journeys. We also brought in experts in female athlete nutrition, women’s health, and feminine archetypes to help us connect the insights into strategic activation frameworks for the brand.
The Opportunity
This work created a rally cry of “Open Play” within the company’s organization, catalyzing efforts to support women in sports and create equal “playing time” in brand activities for women and girls. One outcome of our work is the “Fuel Tomorrow” campaign, which invests resources and strategy to support gender equality in sports.
