Entered by: Octagon

Summer 2025, Mastercard transformed women’s sport fandom into a living community through Style Of Our Own (SOOO) a new women-first sports store and cultural hub on London’s Regent Street.

Built to fix what fans were missing; quality kit to play in, quality merch to represent in, and a space to celebrate together. SOOO redefined sponsorship from passive presence to active participation.

Strategically timed with UK’s ‘Summer of Women’s Sport’ as the Lionesses and Red Roses met their biggest rivals.

Mastercard activated a partnership ecosystem, uniting rights holders, athletes and creators to support 40+ women-led SMEs.

McLaren, World Rugby, Arsenal Women, the AIG Women’s Open, Billie Jean King Cup, Festival of the Girl and She’s A Baller, powered chaptered takeovers, watch parties, athlete moments, creator-led storytelling and 200+ events.

The result: Deep, repeat engagement: 75,000 visitors, 500,000 online engagements, 50m earned media and 2.35bn reach.