The Undropped Kit
ASICS
The First P.E. Kit Designed to Keep Girls from Dropping Out of Sport.
The Change that Matters
2 out of 3 girls in the UK drop out of sport before the age of 16. One of the leading reasons is the P.E. kit. Standardized uniforms, never designed for girls’ changing bodies or needs, contribute to discomfort, self-consciousness, and disengagement. No one had ever thought to fix the kit itself.
The Work
ASICS partnered with students at Burnley High School, one of the UK’s lowest P.E. participation areas, to design a better kit from scratch. Over 11 months and three rounds of design with input from 2,000+ girls, the team built The Undropped Kit: modular, period-leakproof, with concealed pockets, adjustable waistbands, and an emergency hair tie. Then ASICS took it to Parliament to push for national policy change.
The Impact
The campaign generated 400 media stories and 515 million+ impressions, with coverage across the BBC, The Sun, Metro, ITV News, and The Telegraph. 78% of girls felt more comfortable in the new kit, and 250,000+ earned social engagements followed. Most significantly, the Department for Education updated its national P.E. kit policy.
78%
of girls felt more comfortable in the new kit
1 policy changed
after lobbying Parliament to reform the Department for Education's national P.E. kit guidelines
Girls shouldn’t feel insecure in their P.E. kit.
BBC
