Adidas Launches "She Breaks Barriers" Initiative

Adidas Launches "She Breaks Barriers" Initiative

The multi billion dollar sports brand is making a point to encourage and inspire female athletes with their new film.

The multi billion dollar sports brand is making a point to encourage and inspire female athletes with their new film.

Text: Zoe Elefterin

Last night, during NBC’s Sunday Night Football, Adidas premiered their “She Breaks Barriers” film. The one-minute film features some of the most renowned and influential women in sports today. Narrated by Pharrell Williams, the film acknowledges the challenges that female athletes face, nothing that: “female athletes are being left behind. Every day, female athletes are being ignored, marginalized, hidden away. We must do better, and we must do it now.”

It’s nearly 2019 and it’s about time that the world’s largest sports brands are challenged take women’s sports more seriously. 2018 has shown us that transparency about the challenges that women face does make a difference. It’s no secret that playing sports boosts physical health and allows kids to make friends and learn teamwork and sportsmanship. In a study, Always USA found that “by age 14, girls are dropping out of sport 1.5x faster than boys and by age 17, 51% of girls who participated in sport have quit because they do not have a sense that they belong, and they don’t see a future in sport.” It’s time that girls feel they can engage in sports while feeling comfortable and confident, and Adidas' mission is to make sure that is possible. 

This film is part of the She Breaks Barriers initiative that, according to Adidas, aims “provide access, to remove stereotypes, and to address the inequality for female athletes at all levels and ages”. The initiative will involve new partnerships that will roll out in 2019.

Check out the campaign here.

Courtesy: Adidas

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