That whole practice of “shrinking and pinking” men’s cleats for women? Torch that. Our research found that young female soccer players shape their identities from athletes they idolize—and often those women aren't wearing cleats made for womens' feet. adidas' ACE17 and X17 cleat changed that. Our campaign, This Is Not a Women's Cleat, featured soccer heroes Becky Sauerbrunn, Kristie Mewis, Stephanie McCaffrey and Jess Fishlock boldly celebrating a shoe that finally matched their unique skill. Results exceeded GOOOOAL(!)s with over half a million views of the anthem video in just one week.