Chevrolet Goalkeepers

Research shows that 94% of female leaders played sports when they were younger.

Based on this insight, our team at Jack Morten developed a platform leveraging Chevrolet’s sponsorship of Manchester United to encourage more young girls to take up sport. Goalkeepers helped them develop the confidence, teamwork and leadership skills required to achieve their goals in life.

The first phase of the program brought together 11 young female football players from all around the world, handpicked to be Manchester United mascots. They accompanied their sporting heroes onto the pitch at Old Trafford and trained alongside the team. Each mascot wore shirts representing their goal, from becoming an architect or engineer to inspiring people through art.

As Creative Director I helped bring this to life: at Old Trafford, across activations, social, film and OOH.