ME+EM
2025
Summer 2025 was set to be a huge season of women’s sport with a host of high-profile tournaments including Euro 2025 and the 2025 Rugby World Cup. As a staple British womenswear brand, ME+EM wanted to use this moment to champion the iconic athletes who have trailblazed their own legacy in women’s sport across the UK and Ireland.
Collaborations between fashion brands and leading sporting talent are growing in prominence as brands drive relevancy through alignment with culturally iconic athletes. Together with ME+EM, we worked to identify the leading personalities who aligned with their distinct market position to feature in their Summer 2025 campaign.
Together, we navigated a multi-sport ecosystem of sporting talent, shortlisting a host of profiles to receive recogniition for their incredible sporting success. We quickly highlighted horse racing jockey Rachael Blackmore as the perfect candidate to lead the campaign.
As the first women to ever win the Grand National in 2021, as well as achieving victory in the Cheltenham Gold Cup in 2022, Blackmore has had an unrivalled racing career. Following her retirement announcement and ahead of Royal Ascot, ME+EM joined with the jockey to celebrate her success in their Summer of Sport campaign.
ME+EM and Rachael Blackmore kicked off an unforgettable summer, featuring in the brand’s 2025 summer promotions, championing women’s sport and celebrating the sucess of icons from leading UK & Ireland competitions.
