Puma challenges status quo on gender equality in Australian sport
Global sportswear brand Puma has launched a new campaign, She Moves Us, to highlight the female perspective in a male dominated industry.
The announcement:
Global sportswear brand Puma has started a conversation with the world about women who have made it to the top of their fields – in business, culture and sport. The brand recently launched a new international campaign, She Moves Us, that provides the female perspective in a field that has traditionally been dominated by men. The platform was created to celebrate the many ways that women have moved the needle, the conversation, the expectations and the narrative about gender equality.
Realising the power in amplifying these conversations led to the brand’s first foray in the podcast world. In order to drive conversational change through social and digital
platforms, PUMA Oceania has partnered with Listnr in Australia to create ‘The Fearless Podcast Series’.“Puma is a brand immersed in sport and culture, and we wanted to create an environment where our athletes and partners can share their experiences and insights. Our hope is that these conversations will not only inspire a younger generation of athletes coming through, but also help to create significant change so they do not have to tackle the same issues we are facing now, in years to come.” explains Neysa Goh, Senior Head of Marketing, Puma Oceania.
The ‘Fearless Podcast Series’ has been produced in partnership with On Her Game, a podcast hosted by award-winning Sports Journalist Sam Squiers, who is known for speaking to elite sportswomen about their challenges, triumphs and setbacks.
Created with the aim to give Australians a different perspective of women in sport, Squiers talks to six Puma athletes and partners in a safe space and gives them the microphone to take control of the conversation that they want to drive.
Guests for The Fearless Podcast series include Jemma Mi Mi, Firebirds Netball; Liz Clay, Australian Olympic Hurdler; Ali Brigginshaw, Brisbane Bronco NRLW; Sabrina Frederick, Richmond AFLW; Rosie King, CEO of Netball Victoria and Melbourne Vixens; and Peggy O’Neal, President of Richmond Football Club.
“Puma is a perfect partner for On Her Game. We want to empower female athletes to share their stories, raise their voices and create a positive future for women in sport,” says Squiers.
“You can’t be what you can’t see and, as a sports journalist and mum of two girls, I am determined to create meaningful space for female athletes so all young girls can grow up with fierce role models on and off the field,” Squiers continued.
Over the six episodes the athletes will discuss the importance of being a role model for young athletes but also a force of empowerment for all women. Conversations delve into important topics such as racism, equality, leadership, fearlessness, relationships and many others, as well as their own personal journeys in sport.
The brand is committed to promoting its female ambassadors, athletes and collective family to give a voice and platform to their valued female community:
“At Puma we believe in the power of sport to move culture forward. It’s important that as a member of the community we participate in and support conversation that drives positive change. It is in the Puma DNA to inspire, innovate and become champions for change and progress.” says Daniel “Pancho” Gutstein, General Manager, Puma Oceania.
“For many men, and even women, they shy away from discussing gender issues for fear it may negatively impact their career. We have made a commitment to drive for equality on and off the field. Creating an environment for important and high impact stories that stimulate thought, encourages ongoing dialogue and supports positive change is an important part of that commitment.
“We all have a responsibility to make a better, more equitable world. Women know what needs to be done, but the burden of change cannot rest on their shoulders alone. We men must listen and actively participate to support and enable positive and sustaining change. I have two young daughters and it is my hope, that through a shared commitment by all of us, their generation won’t have to fight for equality on and off the field because it will just be a basic truth of life.” continues Pancho.
Powered by Puma Oceania, The Fearless Podcast Series launches on 21 May 2021.
Source: Puma media release
