FORGET ME
Approaching retirement from the sport she propelled to new levels of popularity and participation, Abby Wambach had one message for her fans: Forget me.
Abby wanted the game she loved so dearly to continue growing well beyond her own accomplishments – especially in terms of female participation, visibility and pay equality.
Gatorade collaborated directly with Abby to translate this powerful sentiment into a message of empowerment for female soccer players across the globe.
My Role: As Brand Director, I worked closely with Abby, her agent and TBWA\Chiat’s copywriter to develop the “Forget Me” script for TV and print. We used Abby’s own words and memories as inspiration. This was a deeply moving experience given how personal the project was to Abby, her family and fans. To that end, I partnered with Gatorade’s cross-agency team to ensure we met the moment in honoring Abby’s legacy and mission.
Teams I empowered: TBWA\Chiat, OMD, VML, Gatorade Brand direct reports
“To reinforce her focus on the future, Abby deactivated all of her social accounts on the day of her retirement. She reactivated them weeks later with plans for how she would help grow the women’s game.”
