Girls today are far less likely to play outside than their parents were growing up, even as women's football rises in popularity around them. "It Starts Outside" is a partnership between Dirt Is Good and Arsenal Women built to close that gap. Never-before-seen childhood photographs of the club's players were placed inside the very spaces where their success is celebrated today: stadiums, press, matchday programmes, their communities, and beyond, a reminder that every elite career starts with outdoor play. The partnership went further than visibility, engaging 15 primary schools directly and distributing over 800 tickets to the North London Derby. This turned nostalgia into a call to action, prompting audiences to reconsider outdoor play not as a pastime, but as a critical part of growing up. Across channels, the campaign reached 7.3 million people globally, with 86,000+ engagements and the brand's highest ever social engagement rate.