Global Sportswear Brand (Fortune 500 Europe)

With a repute for innovation and excellence, the client tasked us with finding solutions to revitalize the appeal of football in local urban communities.

As a leading global brand in the sports industry, the client recognized the need to better understand the underlying factors contributing to the decline of engagement in the sport. The client’s agenda was to help the urban community of football lovers to overcome this decline.

Our goal was to focus specifically on women's grassroots football.

• Desk Research

• Ethnograhic Fieldwork (in-depth interviews + participant observation)

• Go-along Interviews

• Expert Interviews

A report + presentation. Highlighting practical strategies to:

• Increase participation in grassroot football

• enhance popularity of women’s football

• address cultural and social stigma

• foster diversity and inclusivity, through real an practical initiatives