In the UK, 64% of girls stop participating in sport before the age of 16, with significant consequences for both their physical and mental wellbeing.
Research revealed that one of the biggest barriers is school PE kit, with nearly 70% of teenage girls saying they would be more likely to take part in PE if their kit was more comfortable. For many girls, concerns around fit, body confidence, periods, and sweat visibility make sport feel less accessible and enjoyable.
ASICS set out to tackle an overlooked reason behind female dropout in sport by putting girls at the center of the design process. In partnership with Inclusive Sportswear, Mind, and thousands of teenage girls across the UK, the brand created *The Undropped Kit*—a new PE kit concept designed around what girls actually want to wear, helping them feel more comfortable, confident, and included in sport.
Developed by ASICS and GUT Toronto, the initiative brought together more than 2,000 girls to co-create a PE kit that addressed real concerns often ignored by traditional sportswear design. Working alongside athlete and advocate Tess Howard MBE OLY, the team designed and tested the concept at Burnley High School, located in the UK region with the lowest levels of female participation in PE. The final kit was specifically created to reduce barriers linked to body image, period anxiety, sweat visibility, and restrictive design, while sparking a wider conversation about inclusivity in school sport.
“The Undropped Kit” demonstrated how product innovation can address a systemic participation issue. By directly involving girls in the design process, ASICS created a solution rooted in lived experience rather than assumptions. The campaign not only helped raise awareness of the role PE uniforms play in sport dropout, but also contributed to broader discussions around inclusivity, education, and policy.
AWARDS
Cannes Lions 2026
– Shortlisted in the Dan Wieden Titanium category
CREDITS
Brand: ASICS.
Creative Agency: GUT Toronto.
PR Agency: Golin Ketchum London.
Partner Athlete & Contributor: Tess Howard MBE OLY.
Research & Development Partners: Inclusive Sportswear, Mind and more than 2,000 teenage girls across the UK who participated in the co-creation and testing process.
Pilot Testing Partner: Burnley High School, UK.
