Creating the first-ever all-female football pregame show with COVERGIRL

The color cosmetics category is a saturated marketplace characterized by a never-ending flow of new product launches. COVERGIRL’s #GirlsCan initiative is designed to differentiate and breakthrough, by helping women and girls succeed in areas where they are currently underrepresented, including technology, engineering, entrepreneurship, media and sports. But as the NFL was under cultural scrutiny for its relationship with women, the brand needed a fresh take on its status as “Official Beauty Sponsor of the NFL.”