Sportsgirl has released a bold new campaign: Be That Girl.
The first chapter of the campaign features 12 Australian girls, from scientists and trans models to paralympians and bloggers.
This includes paralympic snowboarder Joany Badenhorst, scientist Rae Rodriguez, indigenous activist Aretha Brown and transgender model Manahou Mackay.
Sportsgirl CEO Colleen Callander said the brand wants to give a platform to their stories.
"For 70 years, Sportsgirl has been embracing Australian lifestyle and culture.
"We connect with Australian girls during their transition from girlhood to womanhood and understand the issues that are central to young women today.
"Over 50% of aussie girls feel worried about being different; over 65% feel worried about their body; and over 70% feel worried about their future," she added, quoting statistics from ABC News.
"We want to help empower all girls to feel confident, capable and strong in their own identities no matter what they’re trying to achieve.
"With the launch of Be That Girl, we want everyone to join us in taking a moment to celebrate the amazing stories of unique girls in the hope that it inspires every Australian girl to be whoever they want to be."
Be That Girl launches nationally today, completely free of re-touching.