10 July 2022

adidas honors women in sport with new #ImpossibleIsNothing campaign inspired by the aesthetics of street art and video games on occasion of UEFA Women's Euro 2022

The latest adidas campaign of the #ImpossibleIsNothing series paying tribute to women & sport was revealed recently on occasion of the start of UEFA Women's Euro 2022 in England. For the celebration of the players of the Women's Football Championship and their achievements, murals were installed in London. Each of the street art works links via QR code to a video in which the player is staged in real life and video game scenes. The personal stories of becoming a football player and future goals of the four adidas-sponsored athletes Mapi León, Millie Bright, Vivianne Miedema and Wendie Renard are presented this way at Portobello Road, Nine Elms, Shoreditch and Peckham Rye. The murals were created by Elena Gumeniuk (portrait of Mapi León), Eve Lloyd Knight (Millie Bright), Sprite (Vivianne Miedema), and Lours (Wendie Renard).

The artists are active in the disciplines street art, graffiti, illustration, animation for various media like printed publications like books, digital media, music videos or film. London-based Elena Gumeniuk created the mural of the player of the Spain national team Mapi León who was the first female player to have a transfer fee in Spain and is known for advocating for LGBT rights. In 2021, she was one of the personalities presented at the 'Beauty of Becoming x Pride' campaign of Levi's.

Spain player Mapi León about the work: "I have loved being part of this campaign. I think it's a great way to show another side of players outside of football and to be able to help inspire anyone who identifies with me or any of the other players involved. The mural is amazing. I really love art, so putting it on the street where everyone who passes by can see it is overwhelming. It's all incredible!"

Image: The mural with the portrait of Mapi León by artist Elena Gumeniuk is on view at Portobello Road, Notting Hill. The footballer is depicted in front of the symbol of the LGBT Pride social movement, the rainbow flag. The QR code at the mural links to a short film with video game aesthetics about the player's personal life and goals.