{"id":14572,"date":"2025-09-01T05:04:57","date_gmt":"2025-09-01T05:04:57","guid":{"rendered":"https:\/\/skybeaconnews.com\/index.php\/2025\/09\/01\/2degrees-and-tbwa-launch-wearable-sport-psychology-for-girls-in-sport\/"},"modified":"2025-09-01T05:04:57","modified_gmt":"2025-09-01T05:04:57","slug":"2degrees-and-tbwa-launch-wearable-sport-psychology-for-girls-in-sport","status":"publish","type":"post","link":"https:\/\/skybeaconnews.com\/index.php\/2025\/09\/01\/2degrees-and-tbwa-launch-wearable-sport-psychology-for-girls-in-sport\/","title":{"rendered":"2degrees and TBWA launch wearable sport psychology for girls in sport"},"content":{"rendered":"<p>AUCKLAND, NEW ZEALAND \u2013 In New Zealand, girls are dropping out of sport at nearly twice the rate of boys \u2013 a loss not only to the playing field, but to confidence, connection, and opportunity. Stepping up to tackle this imbalance, 2degrees has partnered with TBWANZ 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.<!--more--><\/p>\n<p>Launched on August 26, the campaign builds on 2degrees\u2019 ongoing <em>Fighting for Fair<\/em> 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.<\/p>\n<p>Each design carries a message grounded in psychological insight:<\/p>\n<p>Sponsor  <\/p>\n<ul>\n<li><strong>Play Brave<\/strong> \u2013 printed in reverse so girls see the words reflected in the mirror, transforming self-talk into self-belief.<\/li>\n<li><strong>Play Like You<\/strong> \u2013 a rallying cry to parents and sideline supporters to celebrate joy, courage, and effort rather than performance and pressure.<\/li>\n<\/ul>\n<p><strong>Shane Bradnick, Chief Creative Officer at TBWANZ<\/strong>, says it\u2019s an example of creativity doing more than advertising. \u201cThis campaign flips the script on sideline support. It\u2019s not about shouting louder \u2013 it\u2019s about changing what we say, and how girls feel when they play. Wearable sports psychology that gives us a way to make belief visible.\u201d<\/p>\n<p><strong>Zac Summers, Chief Marketing and Strategy Officer at 2degrees<\/strong>, adds \u201cGirls drop out of sport at twice the rate of boys \u2013 with nearly half walking away altogether by adolescence. That loss isn\u2019t just for sport, it\u2019s a loss of confidence, connection and opportunity. That\u2019s why we\u2019ve invested for years across women\u2019s sport \u2013 from the Tall Ferns to Super Rugby Aupiki \u2013 and why we\u2019re 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.\u201d<\/p>\n<p>The merch launch was celebrated at Auckland\u2019s 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.<\/p>\n<p>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.<\/p>\n<p>This initiative is just the latest in 2degrees\u2019 broader programme for women\u2019s sport, which includes:<\/p>\n<ul>\n<li><strong>Visibility<\/strong> \u2013 partnering with Sky Sport to showcase more women\u2019s competitions.<\/li>\n<li><strong>Grassroots investment<\/strong> \u2013 creating pathways for girls to enter and stay in sport.<\/li>\n<li><strong>Awareness<\/strong> \u2013 elevating dropout rates into a national conversation.<\/li>\n<li><strong>Community empowerment<\/strong> \u2013 equipping parents, peers, and fans with resources through the SupportHER Club.<\/li>\n<li><strong>Professional backing<\/strong> \u2013 serving as naming rights sponsor of the 2degrees Tall Ferns and founding sponsor of Super Rugby Aupiki.<\/li>\n<\/ul>\n<p><strong>Catherine Harris, CEO of TBWANZ,<\/strong> highlights the collaborative spirit \u201cThis is the kind of work we\u2019re most proud of \u2013 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.\u201d<\/p>\n<p>With its fusion of creativity, psychology, and purpose-driven design, the SupportHER Club\u2019s latest campaign underscores a simple yet powerful truth: keeping girls in the game means reimagining the way we show up for them.<\/p>\n<p><em>For more information, visit 2degrees.nz\/supportherclub<\/em><\/p>\n<p>    adobo magazine   Send an email  September 1, 2025 13  2 minutes read<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AUCKLAND, NEW ZEALAND \u2013 In New Zealand, girls are dropping out of sport at nearly twice the rate of boys \u2013 a loss not only to the playing field, but to confidence, connection, and opportunity. Stepping up to tackle this imbalance, 2degrees has partnered with TBWANZ 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.<br \/>\nLaunched on August 26, the campaign builds on 2degrees\u2019 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.<br \/>\nEach design carries a message grounded in psychological insight:<br \/>\nSponsor Play Brave \u2013 printed in reverse so girls see the words reflected in the mirror, transforming self-talk into self-belief.Play Like You \u2013 a rallying cry to parents and sideline supporters to celebrate..<\/p>\n","protected":false},"author":3,"featured_media":14573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25,26],"tags":[],"class_list":["post-14572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-sport"],"_links":{"self":[{"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/posts\/14572","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/comments?post=14572"}],"version-history":[{"count":0,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/posts\/14572\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/media\/14573"}],"wp:attachment":[{"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/media?parent=14572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/categories?post=14572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/skybeaconnews.com\/index.php\/wp-json\/wp\/v2\/tags?post=14572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}