In London, Paris, New York and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sports between the ages of 14-17.  Our challenge was to remove the barriers that prevent girls from playing sports, while creating something that engages girls with sports – something that can last. With a focus on tennis in New York, we identified our barriers and used them to our advantage. Our first barrier was lack of access – typically only those who are members of country clubs have access to tennis courts. Our second barrier: lack of fun – the main reason girls quit sports is because they aren't having fun. With these issues in mind, we created a campaign that not only brings tennis to all teenage girls in real life, but brings a more unique, customizable, and fun tennis experience.

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