Adidas launches new initiative for women in sports
today Dec 19, 2018
Girls and women in sports are at the core of Adidas's latest initiative dubbed 'She Breaks Barriers'.
The multi-faceted initiative announced this month will include a number of major projects such as supporting professional athletes, identifying barriers and proposing solutions to get girls participating in sports.
To launch the movement, Adidas created the She Breaks Barriers film. Featuring some of Adidas’s most influential female and male athletes, and narrated by musician Pharrell Williams, the film highlights the barriers faced by women in sports.
To further support this, Adidas also released an open letter to its employees and to communities around the country, to join the effort to level the playing field and co-create the future of women’s sports.
The initiative builds on the #CreatorsUnite conversation launched in August 2018 by the sportswear giant.
“It’s heart-breaking to see young girls drop out of a sport because they don’t feel confident or strong enough. That’s why it’s so important for me to partner with adidas to help shine a light on young female athletes and provide more opportunities for them to pursue sports that they love,” explained Tessa Virtue, five-time Olympic medallist and adidas athlete.
The film will air this month across all mediums: television, cinema, digital and social.
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