Mastercard:
Style Of Our Own
For 25 years, Mastercard has invested in women’s sport, building a depth of understanding and a clear view of where the industry had opportunities for growth.
Women’s sport was entering its biggest cultural moment. Record audiences. Rising participation. A generation of fans discovering their game. But the commercial infrastructure hadn’t kept pace. Athletes couldn’t find kits built for their bodies. Fans lacked merchandise, and women-led businesses building better solutions were shut out of distribution. IDA Sports, creators of the first football boot designed for the female foot, were repeatedly denied shelf space by retailers who doubted demand.
In summer 2025, Mastercard united its global sports partnerships, 47 women-led SMEs, athletes and fan communities under one roof: Style Of Our Own, the world’s first dedicated women’s sport retail space, opened on Regent Street in London.
Built for fans of women’s sport and the athletes who play it. It gave 47 women-led brands prime retail space traditionally inaccessible to micro-businesses. The products on the shelves were proof of an industry gap, and of the women who’d spent years challenging it.
Over 200 community events mirrored the collective through watch parties, founder conversations, athlete appearances and grassroots sport. A 3v3 pitch brought participation directly onto the high street.
Through a series of store takeovers, Style of Our Own brought Mastercard’s women’s sport partnerships to life across Arsenal Women, McLaren Mastercard Formula 1 Team, the AIG Women’s Open, the Billie Jean King Cup and Women’s Rugby World Cup 2025. Each chapter created opportunities for athletes, founders, fans and rights holders to connect in new ways.
More than a retail space, Style of Our Own demonstrated what becomes possible when brands invest in the ecosystem surrounding women’s sport. By supporting the infrastructure, not just the stage, Mastercard helped transform visibility into opportunity, giving women-led businesses access to customers, community, partnerships and sustainable growth.
Impact:
- 75,000 visitors
- 2.35 billion reach
- 500,000 online engagements | 12 million post views | 527 unique authors
- 47 women-led SMEs supported a 96% grew brand awareness | 84% built business connections | 75% feel more investable
- 3 SMEs used their in-store experience to launch their own physical retail spaces.
Octagon’s Role:
- Led the overarching strategy, creative development and end-to-end delivery
- Supported the successful pitch and approvals process with The Crown Estate and Westminster City Council
- Curated and platformed women-led sports businesses
- Integrated Mastercard’s partnerships across football, rugby, golf, tennis and motorsport
- Developed the programme of events, partnership activations, promotional materials and launch activity
- Connected brands, rights holders, athletes, founders and communities through a unified platform
