Clothing brand Sportsgirl has launched its new manifesto – Be That Girl, which is accompanied by a new campaign via Joy Collective.
Much more than just a campaign, Be That Girl is a movement, a mantra, an ongoing ethos for one of Australia’s most iconic retailers.
This announcement represents the first chapter for Be That Girl, with a campaign featuring 12 incredible, talented and unique Australian girls.
Raw, real and free of re-touching, Sportsgirl are here to celebrate all Australian girls in this powerful campaign.
The cast includes: DJ and cool-girl Flex Mami, TV presenter Carissa Walford, Paralympic snowboarder Joany Badenhorst, Indigenous political activist Aretha Brown and transgender model Manahou Mackay to name but a few.
Sportsgirl CEO Colleen Callander said: “For 70 years, Sportsgirl has been embracing Australian lifestyle and culture.
“We connect with Australian girls during their transition from girlhood to womanhood and understand the issues that are central to young women today.
“Over 50 per cent of Aussie girls feel worried about being different; over 65 per cent feel worried about their body; and over 70 per cent feel worried about their future.
“We want to help empower all girls to feel confident, capable and strong in they own identities no matter that they’re trying to achieve.
“With the launch of Be That Girl, we want everyone to join us in taking a moment to celebrate the amazing stories of unique girls in the hope that in inspires every Australian girl to be whoever they want to be.”
The campaign includes digital, in-store, print and OOH.