Cricket Hair, Don't Care
We Got Game – Cricket Hair, Don't Care - Direct Mail Campaign
Client: England & Wales Cricket Board (ECB)
Campaign: We Got Game – Cricket Hair, Don't Care - Direct Mail Campaign
The Brief
As part of its mission to grow girls’ participation in cricket, the ECB tasked Lami Sports & Events with delivering a bold, creative direct mail campaign targeted at graduates of the Dynamos Cricket programme.
The goal? Keep young girls engaged in the sport, celebrate their cricket journey, and encourage them to join a local club while reinforcing a positive message around confidence, identity, and belonging in cricket.
Our Solution
Lami Sports designed and executed a vibrant, high-impact direct mail campaign centred around the empowering slogan: "Cricket hair? Don’t care!" Each mailer included:
- A branded hair tie made from recycled materials
- A colourful insert card with positive messaging and next steps
- A printed envelope for home delivery addressed to each Dynamos graduate
The hairband wasn’t just a keepsake it was a symbol. A fun, practical item that said: you belong in this game, just as you are. Whether your hair’s tied back, flying loose, or doesn’t fit the ‘norm’ cricket is for you.
Sustainability in Action
The elasticated hair bands were ethically sourced and made from recycled material, supporting Lami Sports’ and the ECB’s joint commitment to sustainable production. Every element—from material selection to the postal delivery route was carefully considered to reduce environmental impact. Impact This campaign connected personally with thousands of girls across the country. By delivering something physical, thoughtful, and on-message, the ECB reminded each recipient that their cricket journey doesn’t stop with Dynamos it’s just getting started.
"Lami Sports is proud to support girls in Cricket and projects that inspire confidence, celebrate individuality, and drive real impact in grassroots sport. Campaigns like this prove that small gestures when done right can carry big meaning and impact on young people's lives."
Want to deliver a campaign that connects, inspires, and lasts? 📩 Reach out to Lami Sports & Events for purposeful marketing, sustainably delivered. 🌐 www.lamisports.com
