50% of women give up on a professional sports career without even trying. 25% continue to strive for that dream, but only 8% succeed. Coincidentally, our logo reflects this statistic. So, we flipped the logo to turn the problem on its head and bust the most important statistic: the number of girls achieving a professional sports career. The new logo was launched during the most important sports competition, TOKYO 2020. We displayed it on streets, outdoors, in stores, and even on our biggest sports stars.