CREW RUNNER (MEN)

FE/NOM

FAY ABL, 18yo

BORN AND RAISED IN BERLIN W/ BRITISH ROOTS

1st & 2nd Team PLAYER AT Türkiyemspor Berlin

SHE IS AN ATHLETE / STUDENT / VOLUNTEER / INTERN / YOUTH COACH / COMMUNITY LEADER / ROLE MODEL / FASHION LOVER / FRIEND

OPPORTUNISTIC / RESPONSIBLE / OBSESSED WITH REALNESS

SHE LOVES TO EXPRESS HER femaleness but in a way that suits her - combining chic, lifestyle & Sports.

”

WOMEN VALUE EMPOWERMENT & TEAM EFFORT RATHER THAN INDIVIDUALITY.

- FAY

15-19 years old FOOTBALLERS
Part of GEN Z WITH Two sub groups who have completely different needs: GEN Me + we
ALL MEMBERS OF A FOOTBALL CLUB
there are APPROX. 11.5k ADB in berlin & 514k in GERMANY
THEY DREAM OF BECOMING A PRO & TRAIN ON AVG. 3-4 TIMES A WEEK PLUS 1 GAME ON WEEKENDS
KIDS SPEND ON AVERAGE 8 HRS IN SCHOOL EVERY DAY.

Germany has the highest number of registered female footballers in europe - 1.1 million* (out of 7 million members).
The average number of spectators in a men’s Bundesliga Game is 40.000.
in the Women’s Bundesliga IT’S 845 per game.
average MONTHLY SALARY of a women’s bundesliga starting 11-player is 973 euros.
germany IS THE MOST SUCCESSFUL
WOMEN’S FOOTBALL TEAM IN THE WORLD TO DATE.
CURRENTLY #2 ON fifa RANKING (behind the us).
BIGGEST MARKET FOR WOMENS FOOTBALL IN EUROPE, BUT PARTICIPATION GROWTH IS NOT OUTPACING MEN’S. UNIQUE AROUND THE WORLD.

The rise of small sided
Small sided is organising itself (E.G. THROUGH TRANING METHODOLOGY & ALSO BUSINESS LEAGUES). FUTSAL IS INCREASINGLY POPULAR (DFB PUSH).
THERE ARE approx. 5.7k female members
and 389 clubs in Berlin
and Around 136 youth teams in Berlin
Womens football growth
Berlin shows the strongest growth of womens football participation in germany (+8.7%).

HYPERLOCALITY IS IMPORTANT.
“THERE IS MORE TO BERLIN THAN IT’S RAW & DARK SIDE. SHOW IT’S COLOURS.”
PURPOSEFUL BRANDS DRIVE LOYALTY.
ESTABLISH EMOTIONAL CONNECTIONS TO CREATE UNBREAKABLE RELATIONSHIPS
FOOTBALL IS AN EXPRESSION
OF STREET CULTURE AND IT’S BOOMING.
THEY SEE RETAIL SHOPPING AS A SOCIAL HAPPENING
WITH THEIR FRIENDS AND ONLINE SHOPPING AS THE BEST WAY
TO GET inspired.
THEY SMELL BULLSHIT.
AUTHENTICITY & TRANSPARENCY ARE HYGIENE FACTORS IN TODAY’S WORLD.

Serve me always
HONOUR MY LOCAL MOMENTS ON THE STREET AND SERVE ME GLOBAL MOMENTS ON MY SCREEN.
“BEING A FEMALE ATHLETE IS ONE OF THE HARDEST JOBS YOU CAN CHOOSE TO HAVE IN GERMANY.”
football players feel the responsibility to pave the way for other women. they’re proud of doing this.
when i wear football clothes or gear, the first thing people assume is that i am not a player.
COMMITMENT CAN WORK LIBERATING.
IN THE CITY OF FREEDOM, OUR CONSUMER LOOKS FOR A SENSE OF BELONGING.