2degrees Launches SupportHER Campaign to Keep Girls in Sports

A new initiative by telecommunications company 2degrees aims to address the alarming trend of girls dropping out of sports at twice the rate of boys. The campaign, known as the SupportHER Club, has introduced a merchandise range designed to boost the confidence of young female athletes and encourage positive support from their families and communities.

Illustrator Bonnie Brown collaborated with sports psychologist Dom Vettise to create limited-edition t-shirts and hoodies that feature two key slogans: “Play Brave,” which is printed in reverse so that athletes can read it in a mirror, and “Play Like You,” a reminder for parents and supporters to prioritize effort and enjoyment over competitive outcomes.

According to Emma-Kate Greer, a spokesperson for 2degrees, nearly half of all adolescent girls abandon sports by the age of 14. She highlighted that this trend often stems from a significant drop in confidence, fueled by social pressures and self-doubt. Greer stated, “Belief, rather than pressure, is what builds confidence,” echoing Vettise’s perspective that the words spoken on the sidelines can shape a girl’s self-image.

The campaign is not just about merchandise; it also aims to provide resources for parents, teachers, and coaches on how to encourage young girls without adding undue pressure. Proceeds from the merchandise will support the NZ Sport Collective, which funds girls’ sports programs in schools, ensuring more girls can remain active and engaged.

Backing the initiative, four-time Olympian Dame Valerie Adams emphasized the importance of support in a young athlete’s journey. She stated, “Every girl deserves to feel seen, supported and strong, on and off the field.”

The t-shirts are priced at $20, while hoodies are available for $40. Interested buyers can find the collection at 2degrees.nz/supportherclub. Through this initiative, 2degrees aims to not only sell merchandise but also inspire a cultural shift towards nurturing young female athletes.