AUCKLAND, NEW ZEALAND – In New Zealand, girls are dropping out of sport at nearly twice the rate of boys – a loss not only to the playing field, but to confidence, connection, and opportunity. Stepping up to tackle this imbalance, 2degrees has partnered with TBWA\NZ and Eleven PR to unveil a bold new initiative: wearable sport psychology designed to empower girls and reframe the way we support them in sport.
Launched on August 26, the campaign builds on 2degrees’ ongoing Fighting for Fair mission and its nationwide SupportHER Club. This latest chapter takes shape through a limited-edition collection of hoodies and tees created by celebrated illustrator Bonnie Brown in collaboration with sports psychologist Dom Vettise.
Each design carries a message grounded in psychological insight:
- Play Brave – printed in reverse so girls see the words reflected in the mirror, transforming self-talk into self-belief.
- Play Like You – a rallying cry to parents and sideline supporters to celebrate joy, courage, and effort rather than performance and pressure.
Shane Bradnick, Chief Creative Officer at TBWA\NZ, says it’s an example of creativity doing more than advertising. “This campaign flips the script on sideline support. 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.”
Zac Summers, Chief Marketing and Strategy Officer at 2degrees, adds “Girls drop out of sport at twice the rate of boys – with nearly half walking away altogether by adolescence. That loss isn’t just for sport, it’s a loss of confidence, connection and opportunity. That’s why we’ve invested for years across women’s sport – from the Tall Ferns to Super Rugby Aupiki – and why we’re scaling up with the SupportHER Club. This merch campaign is the next step: a bold, tangible way to change the sideline conversation and keep girls in the game.”
The merch launch was celebrated at Auckland’s Ponsonby Rugby Club, where athletes, influencers, and their daughters gathered for a panel led by Dame Valerie Adams and Tayla Dalton, hosted by Courtney Tairi. From there, the campaign is heading to grassroots communities nationwide with pop-up activations across courts, fields, and malls complete with affirmation mirrors, bubble tea, and fortune cookies to spark meaningful conversations.
Beyond the field, 2degrees and Eleven PR are sending SupportHER Club mailers to influential New Zealanders with daughters, ensuring the message ripples into homes and onto social feeds across the country.
This initiative is just the latest in 2degrees’ broader programme for women’s sport, which includes:
- Visibility – partnering with Sky Sport to showcase more women’s competitions.
- Grassroots investment – creating pathways for girls to enter and stay in sport.
- Awareness – elevating dropout rates into a national conversation.
- Community empowerment – equipping parents, peers, and fans with resources through the SupportHER Club.
- Professional backing – serving as naming rights sponsor of the 2degrees Tall Ferns and founding sponsor of Super Rugby Aupiki.
Catherine Harris, CEO of TBWA\NZ, highlights the collaborative spirit “This is the kind of work we’re most proud of – combining insight, creativity, and purpose to help drive change. By uniting a telco, creative agencies, psychologists, athletes, and communities, the SupportHER Club proves that when we fight for fair in sport, we all win.”
With its fusion of creativity, psychology, and purpose-driven design, the SupportHER Club’s latest campaign underscores a simple yet powerful truth: keeping girls in the game means reimagining the way we show up for them.
For more information, visit 2degrees.nz/supportherclub
