WATCH HER WORK
Just Women’s Sports Social Campaign
Campaign Overview
Goal: Raise awareness and interest in women’s sports among Gen Z, especially girls who never considered themselves "sporty."
Brand Fit: Just Women’s Sports — a platform already championing athletes, but ready for a cultural, pop-leaning refresh.
Audience: 18–24-year-olds who live on TikTok, love aesthetics, and crave personality over perfection.
Watch Her Work is a concept campaign for Just Women’s Sports that invites Gen Z into the world of women’s sports through pop-culture storytelling, cinematic visuals, and iconic athlete energy. Despite the rise of women’s sports, most content is still geared toward existing fans or athletes. This campaign targets girls who didn’t grow up sporty — the ones who care more about aesthetics, personality, and presence. It’s not about teaching them the rules. It’s about making them care.
This campaign brings casual fans into the conversation by meeting them where they scroll. It repositions female athletes not just as competitors but, as the cultural icons they are.
Strategy & Concept
Using pop culture references and trending sounds to reframe women’s sports as emotionally rich, stylish, and binge-worthy.
