ASICS reimagines the school PE kit to keep more girls in sport

ASICS has teamed up with Inclusive Sportswear and mental health charity Mind to launch the “Undropped Kit” — a new PE kit concept designed with input from teenage girls to help tackle one of the key reasons they stop playing sport: discomfort with what they’re wearing.

Backed by research showing that nearly three-quarters of UK girls aged 14–16 would be more likely to take part in PE if their kit felt more comfortable, the Undropped Kit was co-designed with students from Burnley High School, an area identified by Sport England as having some of the lowest PE participation rates.

This isn’t just a new set of clothes — it’s a rethink of how kit can support different body shapes, weather conditions and personal needs, including around periods and sweat visibility.

It’s been developed alongside the Inclusive Sportswear Community Platform, which gives schools, teachers and parents access to resources and training to drive lasting change.

“A PE kit is the most underrated reason girls drop out of PE,” said Tess Howard, Founder of Inclusive Sportswear and Team GB hockey player. “The good news is we can fix it—and fast.”

Lucy Greenhalgh, Head of UK Marketing at ASICS, added: “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 was created by Golin, working with Gut, New—Land, Publicis and Born05, and is running across earned, owned and paid media.

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