Adidas announces new commitments for empowering women in sport

Adidas has announced a new commitment to women in sports, aiming to support them with new product innovations, helping established and emerging athletes, and championing grassroots programs.  

The commitment, which the brand claims is it biggest ever, focuses on three pillars - product, people and programs. It is accompanied by its latest iteration of its Impossible Is Nothing campaign, which spotlights a global collective of inspiring women who are breaking down barriers in and outside of sport.

During 2022 Adidas said it will invest in women-focused product innovation, following on from its launch of the Ultraboost 22 last December, which address differences between male and female instep height, heel anatomy and gait cycle trends. It will also innovate its approach on sports bras.

The brand will also continue to celebrate its athlete partners around significant moments in sports culture and expand its sponsorship of major leagues and tournaments, including the UEFA Women's Champions League and Women's Euro 2022.

Lastly, it will launch new and extend existing long-lasting grassroots programs, focusing on encouraging and keeping women and girls in sport. To do this it will launch the Breaking Barriers Academy in Europe, which will provide learning resources to all sporting clubs, coaches and athletes. It will also continue its partnerships with the Black Women's Player Collective and Common Goal, and support the next generation of Women's National Basketball Association (WNBA) players.

To coincide with its new commitments, Adidas will launch a film series called 'I'mPossible', which will share the stories of women who have "made their impossible possible". The campaign will be released on 14 February 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.

Vicky Free, Head of Global Marketing at Adidas, commented: “This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of women athletes who are changing the game. We see their power, we celebrate the possibilities they see, we share the optimism with which they seize opportunities. This is our call to action to all the women out there to keep making the impossible possible every day. adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport.”