Telecommunications company 2degrees has launched a limited-edition merchandise collection designed to promote confidence and support for women and girls in sport. The initiative follows the introduction of the SupportHER Club earlier this year.
Developed with TBWANZ and promoted by Eleven PR, the campaign features hoodies and tees created by New Zealand illustrator Bonnie Brown in collaboration with sports psychologist Dom Vettise. The collection includes two designs: “Play Brave,” printed in reverse so young athletes see the message in the mirror, and “Play Like You,” encouraging sideline supporters to focus on effort and joy rather than performance.
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According to the initiative, the merch was developed in response to research showing girls in New Zealand drop out of sport at twice the rate of boys, with many citing lack of confidence as the key barrier. Through the SupportHER Club, 2degrees is taking tangible steps to fight this unfair statistic.
“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,” said Shane Bradnick, Chief Creative Officer at TBWANZ.
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“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,” said Zac Summers, Chief Marketing and Strategy Officer at 2degrees.
“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 “Fighting for Fair” program includes
- Putting women’s sport on screen: Partnering with Sky Sport to give greater visibility to women’s games and competitions
- Backing grassroots opportunities: Investing in programmes that provide more pathways for girls to get involved and stay involved in sport, building confidence and connection on and off the field
- Driving national awareness: Elevating the issue of girls dropping out of sport onto the national agenda, sparking public conversation
- Creating the SupportHER Club: A nationwide movement that empowers parents, peers, and fans to actively back young women in sport with the right advice
- Backing professional sports: naming rights sponsor of the 2degrees Tall Ferns and founding sponsor of Super Rugby Aupiki clubs
The campaign launched at Ponsonby Rugby Club with athletes, influencers, media, and their daughters attending. Dame Valerie Adams and Tayla Dalton joined a panel discussion moderated by Courtney Tairi. Nationwide activations will follow, with pop-ups across courts, fields and malls featuring merchandise, conversation spaces, affirmation mirrors and community engagement.
“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,” said Catherine Harris, CEO at TBWANZ.
To extend reach, 2degrees and Eleven PR are also sending SupportHER Club mailers to influential New Zealanders with daughters to spark discussion at home and on social feeds.
For more information, visit: 2degrees.nz/supportherclub
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
TBWANew 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
