Adidas has moved into its second phase of the She Breaks Barriers initiative. According to the apparel brand’s site, they debuted a film featuring four athletes and ESPN’s Maria Taylor that calls for equal media representation for women in sports.
Additionally, Adidas 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. According to research in the field, only 4% of sports media coverage in the United States is dedicated to women’s sport. These initiatives are designed to raise awareness for longstanding issues in the field, including negative stereotypes, visibility and inequality. The brand has states that as a continuation of their work to break down barriers, Adidas will:
Why We Like It:
Adidas is tackling an issue that affects more than 50% of the population that plays sports. This ingratiates the brand within a highly popular and desirable segment of consumers. Furthermore, Adidas has collaborated with content and distribution partners to provide access to women in sports. This will raise visibility for those sports and help raise awareness through the She Breaks Barriers initiative.
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