Barriers to girls in sport are keeping her from achieving her potential on and off the field.
To create change you gotta start from within. So adidas and Kamp started with a letter - from adidas to adidas.
With the call to action clear, we took our mission to the masses and challenged the status quo with our launch film on Sunday Night Football in front of an audience of 17 million.
The campaign empowered key communities across the US to join adidas in breaking down the barriers in their cities by engaging adidas to create the change they envisioned in their communities.
With the momentum that this engagement created, adidas and Kamp looked to double down on their commitment to equality for women in sport.
On International Women’s Day 2019, a simple post shook the world. Equal pay for equal play was ratified.
Along with continued growth, the platform found new ambitions. With only 4% of sports media coverage dedicated to female athletes, equal media coverage for men and women in sport is the next barrier that must be broken.
As this platform continues to grow internally and externally, the mission stays the same: break down the barriers that stand in the way of girls and sport.