TIAA: Title IX 50th Anniversary | The Martin Agency
For the 50th Anniversary of Title IX, the landmark legislation that opened the doors of college sports for women, retirement fund TIAA wanted to call attention to the fact that women still retire with 30% less income.
So we partnered with NBA superstar Steph Curry, his Curry Brand and UConn basketball star Azzi Fudd to create custom #RetireInequality sneakers celebrating the anniversary. The hand-painted Curry 4 Flotros were designed by iconic sneaker designer Dez Customz, and honored the progress that's been made while acknowledging there’s still more work to be done.
“As an artist, that’s your end goal. Your Mount Everest, for your art to speak to a cause….to actually lend itself toward change.”
- DEZ Customz
To amplify their impact, Steph Curry wore them during Game 3 of the NBA Finals.
Following the playoff game, we partnered with the architect of Title IX's passage, Billie Jean King, to auction off three pairs. They sold out in under two minutes, each going for $2,000 with 100% of proceeds funding Billie Jean’s Equity Project at the Women's Sports Foundation.
