Toronto, December 14, 2018 - Today, adidas announces the She Breaks Barriers initiative as a continuation of its commitment to remove barriers in sport. Expanding on the #CreatorsUnite conversation launched in August 2018, this multi-faceted initiative is designed to inspire, enable, and support the next generation of female athletes, creators, and leaders.
To highlight the barriers faced by women in sport and to invite the world to join the movement, adidas created the She Breaks Barriers film, featuring some of adidas’ most influential female and male athletes*, and narrated by musician Pharrell Williams, airing this December across all mediums, Television, Cinema, Digital and Social. To further support, adidas released an open letter to its employees and to communities around the country, calling on everyone to join the effort to level the playing field and co-create the future of women’s sport.
“It has always been a mission of mine to help young girls develop goals for themselves and to learn that they are capable of anything they set their mind to,” says Ashley Lawrence, Olympic Bronze medallist and creator of YesSheCanada. “adidas has been there for me through the ups and downs of training. Partnering with a brand who is so committed to creating new opportunities for the next wave of young female athletes is so powerful and I’m thrilled to be involved in this new initiative.”
In 2019, the initiative by adidas will launch a number of major projects including supporting professional athletes, identifying barriers and proposing solutions. adidas and Pharrell have already committed to a joint initiative dedicated to removing barriers for young women regarding sport. The program will be designed with insights from the Global Sport Institute (GSI) at Arizona State University to ensure maximum impact. In addition, a series of announcements will be released throughout the year with three areas of focus – to provide access, to remove stereotypes, and to address the inequality for female athletes at all levels and ages. adidas believes through sport, we have the power to change the lives of women and girls with the support of the community.