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adidas + She Breaks Barriers
Level the field
An initiative designed to inspire, enable and support the next generation of female athletes, creators and leaders.
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Project Overview

Before adidas launched the 2019 She Breaks Barriers initiative, adidas kicked it off from within, challenging the company's internal fundamental values. To further support, adidas released an open letter to its employees and to communities around the country. The letter called on everyone to join the effort and together, level the playing field and co-create the future of women’s sport.
To highlight the barriers faced by women in sport and to invite the world to join the movement, adidas premiered the She Breaks Barriers film, featuring some of adidas’ most influential female and male athletes* and narrated with musician Pharrell Williams, during NBC’s Sunday Night Football.
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To highlight the barriers faced by women in sport and to invite the world to join the movement, adidas premiered the She Breaks Barriers film, featuring some of adidas’ most influential female and male athletes* and narrated with musician Pharrell Williams, during NBC’s Sunday Night Football.
On March 7, 2019, a second short film titled “She Breaks Barriers: More Visibility. Bigger Dreams.” On International Women’s Day 2019, Kamp created a simple social post that shook the world. Equal pay for equal play was ratified. 
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Our Role

Campaign

Brand Design

Social

The campaign was launched in four strategic phases cementing the brand’s commitment to inspire and enable the next generation of female athletes, creators, and leaders. 
Kamp wrote, directed, and produced “She Break Barriers” featuring some of adidas’ most influential female and male athletes highlighting the barriers faced by women in sport and to invite the world to join the movement. The first film released during of the most male-dominated nights; Sunday Night Football.
Adidas followed-up it's "open letter" with a campaign, both organic and paid, asking users for their thoughts on how to keep women in sport pushing audiences to the She Breaks Barriers landing page.
Kamp Grizzly concepted and produced an extensive schedule of digital and social programming driving the conversation back to one central campaign hub on adidas.com/us/shebreaksbarriers.
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Results

Since launching in December 2018, the She Breaks Barriers initiative has supported professional athletes, identified barriers and co-created solutions in partnership with communities and grassroots programs.
On International Women's Day, Kamp Grizzly created one simple social post. Adidas committed equal pay bonuses to any of its sponsored players on the Women’s World Cup-winning soccer team as their male counterparts.
In March, adidas launched @3StripeLive, the first-ever globally live-streamed series of girl’s grassroots sports on Twitter. The broadcasts have received more than 6M video views to date, and three more episodes are scheduled for this year.
adidas also partnered with the Global Sport Institute (GSI) at Arizona State University to identify existing barriers to sport for women, examine how to overcome the barriers and explore what these mean for women in sport.