In an inspired move blending creativity, psychology, and purpose, 2degrees, in collaboration with TBWA\NZ and Eleven PR, has launched a unique new initiative aimed at countering the alarming reality that in New Zealand, girls drop out of sport at twice the rate of boys—often due to waning confidence
The SupportHER Club Evolves with Wearable Empowerment
Building on the earlier launch of the SupportHER Club, this next chapter features a limited-edition apparel collection—hoodies and tees designed by celebrated Kiwi illustrator Bonnie Brown in partnership with sports psychologist Dom Vettise. The two standout designs are:
-
Play Brave – Printed in reverse so that, when viewed in a mirror, the message reflects from self to self—an empowering whisper of confidence.
-
Play Like You – A message for sideline supporters, urging them to celebrate effort, courage, and joy—not just results.
As Shane Bradnick, Chief Creative Officer at TBWA\NZ, puts it: “It’s not about shouting louder – it’s about changing what we say, and how girls feel when they play. Wearable sports psychology that gives us a way to make belief visible.”
Bridging the Drop-Off Gap and Rebuilding Confidence
Zac Summers, Chief Marketing and Strategy Officer at 2degrees, underscores the stakes: nearly half of all girls walk away from sport by adolescence—a loss not merely of physical activity but also of confidence, belonging, and opportunity. This campaign is a bold, tangible step in the “Fighting for Fair” initiative, a broader commitment that includes sponsorship of high-profile teams such as the Tall Ferns and Super Rugby Aupiki clubs.
Activations that Bring the Message to Life
The merch launched to fanfare at Ponsonby Rugby Club, where athletes, influencers, media, and their daughters gathered—anchored by a panel featuring stars like Dame Valerie Adams and Tayla Dalton, hosted by Courtney Tairi.
The campaign now travels to communities across the country—playgrounds, courts, malls—with pop-up activations that offer the merch alongside affirmations via mirror installations, bubble tea, and fortune cookies—all designed to spark meaningful sideline conversations.
To extend its reach, 2degrees and Eleven PR are distributing SupportHER Club mailers to influential New Zealanders with daughters, weaving the message into homes and social feeds alike.
Why This Campaign Matters
-
Empowerment Made Tangible
By turning supportive words into wearable art, the campaign transforms abstract encouragement into a personal statement—one a girl can literally wear. -
Recognizes Mental Barriers
With sports dropout rates for girls significantly higher, this initiative uses design and psychology to address confidence—the key factor behind the exit. -
Inclusive Approach
It doesn’t just speak to young athletes—it educates the people around them, redefining the sideline from a place of pressure into one of upliftment. -
Holistic Commitment to Women’s Sport
The campaign is one facet of a sustained strategy by 2degrees—from media visibility to grassroots support—demonstrating long-term investment in meaningful change.
Final Take
The “wearable sport psychology” campaign stands out not just as creative advertising, but as cultural activism—making belief visible, conversation vibrant, and confidence contagious. In doing so, it aims to rewrite the narrative for young female athletes across New Zealand: you belong, you matter, you play.
Credits
2degrees
Zac Summers: Chief Marketing and Strategy Officer
Dave Pearce: GM Marketing
Anna Gorman: Senior Sponsorship and Community Manager
Eva Thomson: Associate Sponsorship and Events Manager
Quentin Reade: Head of Communications
TBWA\New Zealand
Catherine Harris: CEO
Shane Bradnick: CCO
Group Strategy Director: Mark Lloyd
Felicity Buckham: Copy Writer
Jack Tibbs: Art Director
Simon Mills: General Manager
Cassie Lapsley: Senior Account Director
Jodie Hari: Head of TV and Content
Blair Walker: Head of Post-Production
Senior Producer: Mark Paisey
Eleven PR
Eleisha Balmer: Client Partner
Brie Elder: Senior Experiential and PR Consultant
Madi Hewett: Account Manager
Hayley McKenzie: Account Executive
Holly Jones: Account Coordinator
Production
Sacha Stejko: IDC Photography & Videographer
Michele Richards-Berry: IDC Photographers Agent & Producer
Bonnie Brown, Studio Bon: Illustrator
Collaboration Partner
Dom Vettise: Vettise Psychology
