EQUALITY IN FOOTBALL CAMPAIGN
All females believe in gender-equal opportunities in football, but not all of them like football. While studying for her undergraduate degree, the founder of Darkhorse, discovered the injustices female footballers had experienced over the last century and the negativity they continue to face because they are female. Darkhorse attracts a wider audience to women's football by engaging the fans as well as non-fans. By uniting these audiences, it educates them in women's football and its fashion culture, provides opportunities to get involved in the campaign, and empowers females by using fashion as a strategy to eliminate gender inequalities in football.
Vision:
To transform the football industry through changing perceptions and producing a gender equal environment.
Mission:
To empower, motivate and enlighten people through promoting gender equality in football. Shining a light on the women’s game that fights negative stereotypes, stigmas and opinions.
FOOTBALL FASHION CULTURE
Football fashion culture is the unison of the football and fashion industries producing football-related fashion behaviours of a particular group of people in society. This is evident in the cases of fashionable professional footballers, football clubs with clothing collections, fashion designers creating football-inspired clothing, and football-influenced styling.
FEATURED
SERVICES
FOOTBALL
X FASHION
STYLIST
3 PERSONALLY STYLED FOOTBALL X FASHION OUTFITS.
WOMEN'S
FOOTBALL CLUB
AGENT
IMPLEMENTING AND MANAGING STRATEGIES TO ACHIEVE GOALS
FASHION
INTERVENTIONS FOR FOOTBALL CLUBS
HOW TO IMPLEMENT FASHION GROWTH STRATEGIES
COLLABORATIONS
FASHION BRANDS, INFLUENCERS, CAMPAIGNS AND FOOTBALL CLUBS
CONTENT
CREATION
AND CURATION
FOR PROMOTIONAL MATERIALS AND SOCIAL MEDIA CONTENT
OUR
STORY
Darkhorse was conceptualised following my dissertation investigating, “How is women’s football expanding into football fashion culture?”. The research discovered that men’s football dominates football fashion culture and women’s football is hindered in expanding into the culture due to stereotypes, stigmas, and lack of media coverage, investment, and female participation. Many individuals feel pressure to conform to the wider gender order of society and decades could pass before society accepts females playing a traditionally masculine sport and treats the women’s game equally.
Existing approaches have excluded targeting stereotypes and stigmas of women’s football revealing a gap in the market. In the dissertation, it is suggested that the fashion industry CAN be used as a catalyst to grow women’s football and Darkhorse puts this idea into practice.
