‘Behind Every Win’ (2025)

Behind Every Win is an Adidas campaign designed to keep teenage girls in sport by breaking down the mental and physical barriers that lead to dropout. In response to declining participation and a lack of visible female role models, the campaign reframes weightlifting as a powerful tool for confidence, resilience, and long-term athletic success. Striking OOH and social visuals show elite female athletes from different sports lifting their trophies in the gym, revealing the unseen work behind their achievements. A scannable Adidas logo links to the #BehindEveryWin YouTube playlist, featuring athlete-led workouts and training content, turning inspiration into action and empowering young women to see a future for themselves in sport.