THE MISSING STRIPE

Background:            

                         

Not all athletes are born equal - 1/3 of girls stop playing sport by the age of 17. 

Challenge:               

   

Create a campaign that  raises awareness to the inequalities women and girls face in sport. 

Audience:                 

Females ages 14-20

Insight:                      

1) Many girls don't see a future in sport. 

2) Girls are often faced with barriers stopping their progression - lack on infrastructure, access, role models and funding. 

Idea:                          

A limited edition collection dedicated to young female athletes. It aims to raise awareness of imbalances within sports by removing one of Adidas' iconic three stripes, demonstrating Adidas' commitment to putting an end to the inequalities faced by women and girls.

Iconic female athletes would wear and promote the collection before the items are auctioned off, with 100% of the proceeds going to the Women In Sports Foundation. 

Copy: EM

Illustration: EM