31 January 2022

Adidas presented upcoming new projects dedicated to gender equality, diversity, and the breaking of barriers

Adidas presented today the company's activities concerning gender equality and diversity with the announcement of new product developments, programs, and this year's collaborations with tournaments like the UEFA Women's Champions League and Women's Euro 2022. By the way; last mentioned will be opened with the match England vs Austria on 6 July. The Austrian football team caused many discussions in their home country as by comparing the budget of the team of the internationally successful women athletes with teams consisting of men the drastic materiel effects of inequality had become obvious. But barriers aren't only of monetary nature.

Adidas will launch in Europe the 'Breaking Barrier Academy' for changing systematic inequalities in sports. Together with the release of the news, the sports apparel and shoes brand provided a preview of the next short portrait films from the campaign series 'Impossible Is Nothing' featuring women who had already shown that breaking down barriers in sport means one step further in social change to diversity.

Among the women whose portrait films will be launched on 14 February at adidas.com/impossibleisnothing are yoga instructor, body positivity advocate Jessamyn Stanley and basketball player, activist Asma Elbadawi who became internationally known for initiating the removal of the ban of religious headwear in professional basketball. The full list of portrayed women and details of the programs are published at news.adidas.com.

Image: Basketball player Asma Elbadawi.