ADIDAS CREATES NEW POSSIBILITIES FOR WOMEN IN SPORT WITH ITS BIGGEST EVER COMMITMENT TO INNOVATION, ATHLETES AND FUTURE GENERATIONS​

Adidas Creates New Opportunities for Women’s Sports with Biggest Commitment to Innovation, Athletes and Future Generations

-Driven by an “Impossible Is Nothing” attitude, the brand is accelerating its mission to create real, lasting change for women in sports.

-This season introduces key innovations centered on women, while strengthening support for established and emerging athletes and new grassroots programs.

-The latest chapter in Adidas’ campaign, Impossible Is Nothing, focuses on an inspiring group of women around the world who are breaking down barriers in sports and beyond.

Herzogenaurach, January 31, 2022: At the start of an important sport year, Adidas continues its ‘what can’t be’ story by announcing its greatest commitment to women. Driven by the belief that sport can change lives, the brand will support those who break down barriers and promote gender equality on and off the field.

Vicky Free, global head of marketing at Adidas, said of the brand’s focus: “This spring, we will continue our brand ethos – Impossible Impossible – uniting a strong, diverse and empowered community of female athletes who The game is changing. We see their power, we celebrate the opportunities they see, and we share the optimism that they seized the opportunity. This is our call to all women every day to make the impossible possible. Adidas can only continue to be them allies and are committed to serving them through our product innovations, partnerships and every aspect of the sport.”

 

The engagement was launched in conjunction with the latest chapter of the brand’s Impossible Is Nothing campaign and focused on three key points:

 

-Products: In 2022, there will be significant investment in product innovation for women to identify and address the specific needs of women in sports. In December, the brand launched Ultraboost 22, designed to accommodate differences in men’s and women’s instep height, heel anatomy and gait cycle trends; and will continue to innovate throughout the year – starting with a new approach to sports bras.

-People: Adidas is a proud long-term partner to some of the best athletes, teams and creatives in the world. This season, the brand will celebrate and highlight the most important moments in sports culture, from tennis grand slams to basketball championships to winter sports, and expand its sponsorship of major leagues and tournaments – including the UEFA Women’s Champions League and Women’s Euro 2022.

-Program: The launch and expansion of long-term grassroots sports programs will focus on encouraging and retaining women and girls in sports. These include launching the Breaking Barriers Academy, a five-year commitment to support 15 nonprofits through organizational change and train 100 community advocates in Europe; and promote gender equality for 50,000 girls. This season will also continue to build partnerships with the Black female player collective and shared purpose; and support the next generation of WNBA stars through the adidas Legacy Program.

 

As part of this commitment to visibility, this season’s Impossible Is Nothing campaign shares the stories of women who have made their impossible possible, with the aim of inspiring others to do the same. The I’mPossible film series will launch on February 14 at adidas.com/impossibleisnothing and feature volleyball player, Tifanny Abreu; basketball player, Asma Elbadawi; model, Ellie Goldstein; actor, HoYeon; runner, Fatima Ibrahimi; skateboarder, Momiji Nishiya and yoga teacher, Jessamyn Stanley.