PUSH X Pretty-Soon talks about periods and sports in new campaign for Puma X ModiBodi

To promote the launch of Puma X ModiBodi’s second capsule collection, Pretty–Soon and PUSH were commissioned to produce a campaign that would spark a frank and future-focused conversation around playing sports on your period.

Shot in Sydney with professional Athlete Tiana Penitana, the videos show Penitana playing footy with aspiring younger athletes in the the period-supported activewear. The product collaboration is revolutionary. It completely replaces disposables. The creative idea for this season’s collection is to show powerful female athletes like Sabrina inspiring young girls to continue to continue to play. It aims to normalize blood in sports.

Director Karima Asaad was engaged to represent the energy of both brands and to ensure the female perspective was carried through in the execution of the videos.

Says Karima Asaad, director: “By making the natural and necessary, the normal, Women’s bodies become represented as natural, essential and normal in conversation. This campaign builds on what has come before, sheds the shame of the unspoken, tackles taboos, and stops the flow of the negative power of both. Period.”

Says Regan Mathews, founder, Pretty Soon: “We wanted to target the drop out of girls in sports when they hit puberty. Using PUMA athletes, the campaign was designed to inspire girls at that age to continue to play. That their bodies don’t have to hold them back.”

Pretty–Soon is Puma’s Australia-based agency agency and collaborates with PUSH, a global creative content studio to bring to life culture-led stories. This campaign establishes how corporate companies are seeing the benefits of working with independent shops over traditional structures. To represent culture, brands are recognising you need to hire those closest to it.