ASICS, in collaboration with Inclusive Sportswear and UK mental health charity Mind, has unveiled the “Undropped Kit”—a pioneering PE kit concept co-designed with teenage girls to address one of the biggest barriers to their participation in school sports: feeling uncomfortable in what they wear.
Research commissioned for the initiative revealed that nearly three-quarters of UK girls aged 14–16 would be more likely to take part in PE if their kit felt more supportive and adaptable. The Undropped Kit was developed with direct input from students at Burnley High School, an area identified by Sport England as having some of the country’s lowest levels of PE participation.
More than just sportswear, the kit rethinks functionality to suit different body types, weather conditions, and individual needs, with specific considerations around periods, sweat visibility, and confidence. It is also supported by the Inclusive Sportswear Community Platform, which offers schools, teachers, and parents practical tools and training to drive long-term change.
“A PE kit is the most underrated reason girls drop out of PE,” said Tess Howard, Team GB hockey player and founder of Inclusive Sportswear. “The good news is we can fix it—and fast.”
Lucy Greenhalgh, Head of UK Marketing at ASICS, explained the brand’s ambition: “With this new Undropped Kit concept, we hope to show how reimagining the nation’s PE kits could help to change attitudes and behaviours and keep girls in sport.”
The campaign—developed by Golin in partnership with Gut, New–Land, Publicis, and Born05—is running across earned, owned, and paid media, underscoring ASICS’s commitment to making sport more inclusive for young women.
