Marta was the first athlete to receive FIFA’s Golden Ball 6 times, amongst men and women. Even so, she received a sports sponsorship offer much lower than those offered to men. Instead of trying to get a larger sports sponsorship, she created #GoEqual, a manifest in favor of gender equality in sports.
The movement’s symbol became a pair of brandless football boots that Marta wore during the Women’s World Cup in France. 

The launch of the movement was during a memorable moment, when Marta scored a goal against Australia and became the biggest scorer of all World Cups. During the celebrations, she pointed her football boots, drawing people’s attention to the lack of value given to women in sports.
Marta and #GoEqual immediately became trending topics and started a discussion about gender equality in Brazil and other countries. And the symbol has become a movement that empowers women around the world.

Role: Concept + Creative Direction