Case studies
Féirla: Ireland’s First LGFA-Approved Kit Designed for Women
Legacy Communications and Féirla joined forces to help launch Ireland’s First LGFA-Approved Kit Designed for Women
Legacy developed a targeted media strategy combining a strong launch announcement with tailored features, founder interviews and product-led conversations.
We led with the problem rather than the product, positioning founder Margaret Walsh as a credible authority on female health and performance and securing in-depth interviews and product-led features across national print
The launch delivered 35 media lands, 28 interviews and 100% positive media sentiment, with estimated reach of over 3 million across national print, broadcast, online and social.
Féirla was entering a competitive sportswear market as an unknown Irish brand.
The campaign needed to showcase four innovative products, turn a functional clothing issue into a culturally relevant story, build trust with key stakeholders, establish founder Margaret Walsh as an authority, and secure national coverage without multinational backing.
The challenge was to show that poorly fitting sportswear was more than an inconvenience; it could affect girls’ comfort, confidence and participation in sport.
We reframed Féirla’s product launch as a wider conversation about equality, confidence and female-first design in sport.
The strategy was built around three principles:
1. Lead with the problem, not the product
2. Establish authority through the founder
3. Make the launch relevant across multiple media agendas
A strong launch announcement secured national coverage including the Sunday Independent and Ireland AM.
Founder-led interviews established authority on female health, performance and participation.
Tailored features and product-led conversations extended the story across women’s lifestyle, sport and farming media.
Local press and radio engaged clubs and grassroots players directly.
Féirla’s wider proposition was that women should not have to compromise between sporting tradition and clothing designed for their bodies. The brand describes its range as being made for comfort, performance and confident movement, with female-first design and period-ready protection at its core.
Results
The campaign succeeded in turning a specialist sportswear launch into a national conversation about female athletes, health, confidence and equality.
Media coverage: 35 media lands and 28 interviews, with estimated reach of over 3 million.
Sentiment: 100% positive media sentiment.
Spread: Coverage extended across national print, local print, television, radio, online and social platforms.
Outlets to cover the launch included:
Sunday Independent
Irish Farmers Journal
Ireland AM
RTÉ Radio 1
IMAGE.ie
HER Sport
Off The Ball