German brand Adidas creates possibilities for women in sports

Driven by the belief that sport has the power to change lives, the brand will support those who are breaking down barriers and driving gender equity, on and off the field of play. This season will see the launch of major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programmes.

“This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of women athletes who are changing the game. We see their power, we celebrate the possibilities they see, and we share the optimism with which they seize opportunities. This is our call to action to all the women out there to keep making the impossible possible every day. Adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport,” Vicky Free, head of global marketing at Adidas, said.

Adidas is a proud, long-term partner of some of the best athletes, teams, and creators in the world. This season, the brand will celebrate and elevate them around the most significant moments in sports culture, from tennis grand slams, to basketball tournaments, to winter sports, as well as expand its sponsorship of major leagues and tournaments – including the UEFA Women's Champions League and Women's Euro 2022, Adidas said in a press release.

The launch and extension of long-lasting grassroots programmes will focus on encouraging, and keeping, women and girls in sport. These include the launch of the Breaking Barriers Academy, a five-year commitment to supporting 15 non-profits through organisational change and to training 100 community champions across Europe; to help drive gender equity for 50,000 girls. This season also sees continued partnerships with the Black Women's Player Collective and Common Goal; and support for the next generation of WNBA stars through the Adidas Legacy programme.

Fibre2Fashion News Desk (RR)