See Her: Diversity CAMPAIGN

The Challenge

Female athletes often face underrepresentation in media, with coverage frequently focusing on their appearance rather than their athletic achievements. Sports Illustrated aimed to challenge this narrative and inspire younger generations, particularly Gen Z and Gen Alpha, to value and appreciate female athleticism. The challenge was to shift the focus from appearance to skill, passion, and victory.

The Solution

The "See Her" Campaign celebrated female athletes by showcasing them in their sports uniforms, highlighting their dedication, talent, and love for the game. By amplifying authentic stories and achievements across all levels of competition, from high school to professional, the campaign redefined how female athletes are perceived. This approach resonated with younger audiences, fostering a sense of pride, inclusion, and a lasting cultural shift toward equal representation in sports viewership.

Applications 

Adobe Illustrator | InDesign | Photoshop 

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