The importance of elevating female athletes in Shots magazine.

Today, the creative advertising title, shots, published our latest think piece – Sports heroes: why we have a responsibility as storytellers to elevate female athletes – in the right way.

Written by HS Managing Director, Leah Forsyth-Steel, the piece talks about how abysmally female sports stars are represented in the media, and questions why so many brands also seem to have lost sight of their responsibilities to female sporting consumers.

It revisits one of our favourite projects of recent years – the Nike Flyknit Women’s World Cup campaign we worked on with  Intersport. By sharing their own personal stories of the hurdles they have had to jump to achieve sporting success in a male-dominated game, these heroic footballers are easily as inspirational as any of those who will be playing in Sunday's European Championship Final.

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