ADIDAS CREATES NEW OPPORTUNITIES FOR WOMEN IN SPORT WITH ITS BIGGEST EVER COMMITMENT TO INNOVATION, ATHLETES AND FUTURE GENERATIONS
- Powered by the Impossible Is Nothing attitude, the brand is accelerating its mission to create real and lasting change for women in sport.
- This season sees the launch of large new innovations focused on womenalong with better support for established and emerging athletes, and new grassroots programs.
- The latest chapter in adidas’ Impossible Is Nothing campaign shines a light on a global collective of inspiring women who are breaking down barriers in sport and beyond.
As a great sporting year begins, adidas continues its Nothing is impossible history with the announcement of its greatest commitment to women. Driven by the convinced that sport has the power to change lives, the brand will support those who break down barriers and promote gender equity, on and off the playing field.
Freehead of global marketing at adidas, talks about the direction of the brand: “This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of female athletes who are changing the game. We see their power, we celebrate the possibilities they see, we share the optimism with which they seize opportunities. This is our call to action to all women to continue to make the impossible possible every day. adidas can only continue to be their ally, committed to serving them through the innovation in our products, our partnerships and in all aspects of sport.
The engagement, launched alongside the latest chapter of the brand’s Impossible Is Nothing campaign, focuses on three main areas:
Some products: 2022 sees major investments in women-focused product innovation to recognize and address the specific needs of women in sport. In December, the brand launched Ultraboost 22, designed to account for differences between male and female instep height, heel anatomy and gait cycle trends; and will continue to launch innovations throughout the year, starting with a whole new approach to sports bras.
People: adidas is a proud, long-standing partner of some of the world’s best athletes, teams and designers. This season, the brand will celebrate and elevate them around the most significant moments in sports culture, from tennis grand slams to basketball tournaments, winter sports, as well as to expand its sponsorship of major leagues and tournaments – including the UEFA Women’s Champions League and Women’s Euro 2022.
Programs: Jhe launch and extension of sustainable field programs will focus on encouraging and retaining women and girls in sport. These include the launch of the new Breaking Barriers Academy in Europe, to help drive systemic change by providing learning resources on gender equity to all sports clubs, coaches and athletes; continued partnerships with the Collective of black players and Common goal; and support the next generation of WNBA stars across the adidas Legacy program.
As part of this commitment to visibility, this season’s Impossible Is Nothing campaign shares the stories of women who have made their impossible possible, with the goal of inspiring others to do the same. The I’mPossible film series will launch on February 14 at adidas.com/impossibleisnothing and star volleyball player, Tifanny Abreu; basketball player, Asma Elbadawi; model, Ellie Goldstein; actor, HoYeon; the runner, Fatima Ibrahimi; skateboarder, Momiji Nishiya and yoga teacher, Jessamyn Stanley.
Follow updates throughout the season at @adidas on Instagram, Twitter and Tik Tok.