Adidas Continues Push For Equality In Sports
Per a press release from the company, last week Adidas continued its commitment to championing girls and women in sport as it moves into the second phase of the She Breaks Barriers initiative. Adidas debuted a film featuring four athletes ( Becky Sauerbrunn (USWNT, Defender Utah Royals); Keni Harrison (World Record Holder, 100m hurdles); Layshia Clarendon (WNBA Point Guard, Connecticut Sun); Rahaf Khatib (Marathon runner, Six Star Finisher) and ESPN’s Maria Taylor that calls for equal media representation for women in sport. The brand also announced a partnership with Twitter and Intersport to livestream women’s high school volleyball and soccer games on the service for the first time ever. Women in sport lack visibility – research shows that only 4% of sports media coverage in the U.S. is dedicated to women’s sport – Adidas is tackling this problem head on by pursuing equality and representation in the media.
These new partnerships and continued initiatives are designed to raise awareness of issues and break down the barriers that stand between girls and sport – namely, lack of access, negative stereotypes, visibility, and inequality. As a part of this continued commitment, Adidas will:
- Boost visibility of female athletes in sports media through the partnership with Twitter
- Work with and within local communities to remove barriers to sport at their roots
- Collaborate with women’s sports organizations to drive equality, from grassroots to elite
Beginning in April 2019, the partnership with Twitter and Intersport will feature women’s high school teams from across the country and will continue throughout the year. All six games in the @3StripeLive series will be streamed globally on Twitter and be produced by Intersport. More details on the games will come soon.
“We believe she needs to see strong female role models to inspire her to pursue her dreams. As part of our continued efforts to increase visibility for women and girls in sport, we have committed to ensuring that we will have equal gender representation across our owned social channels. This is the first step in changing how we will approach content creation in the future,” said Nicole Vollebregt, SVP of Global Purpose for Adidas.