When Comfort Becomes Strategy: ASICS and the Teenage Dropout Crisis
Sport isn’t just lost talent, it’s lost wellbeing. In the UK, 64% of girls stop playing sport before 16, not because they don’t care, but because their kit doesn’t care for them. ASICS, alongside Inclusive Sportswear and Mind, co-designed a new PE kit with teenage girls, creating the ‘Undropped Kit’ — apparel built around comfort,
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