LISA PARFITT OF ENGINE SPORT: A TAMPON STRING IS NOT A SHOCK TACTIC TO DEBUNK TABOOS. ‘THIS GIRL CAN’ IS ALL ABOUT REAL LIFE.

Since the first campaign launched in 2015, “This Girl Can” has been ahead of the zeitgeist and driven the biggest change ever seen in sports marketing for women. Five years on, the third campaign has cemented “This Girl Can” as more than marketing: it’s a movement.