Adidas – Fear No Flow

46% of UK schoolgirls avoid PE classes because of their period, and more than a third of them said the fear of leaking was their biggest reason. This fear is increased when it comes to swimming – the trauma of leaking in the pool is deemed one of the most embarrassing things that could possibly happen while menstruating.

So how can Adidas help girls to feel like it’s safe to swim during that time of the month? Fear No Flow is a sponsorship program that helps schools all over Britain to make their swimming facilities more female-friendly, while also encouraging more girls to take up the sport. 

As part of the Fear No Flow program, swimming pool tiles are changed from blue to red, flimsy swim team uniforms are overhauled, and intimidating white towels are replaced with red and black ones — so girls can worry less about leaking, and instead focus on their lap times. 

Targeted outdoor ads placed near schools
Direct mail flyer for sports teachers
Student merch pack
Pool tiles changed from blue to red
Fear No Flow
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Fear No Flow

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