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, confidence and belonging.
This isn’t “just a product drop.” It’s a repositioning of sportswear from performance-first to empathy-first. By tackling the dropout crisis at its root, ASICS reframes kit not as gear for the elite, but as a tool for participation, health and inclusion
Our strategic takeaways:
- Solve the overlooked friction. Brands grow when they remove the small, human barriers keeping people out.
- Design with, not for. Co-creation builds credibility — teenage girls don’t need a lecture; they need a voice.
- Shift from performance to permission. The future of sportswear isn’t about making the best faster, but making the rest feel welcome.
