As a major year of sport commences, adidas continues its Impossible Is Nothing story with the announcement of its biggest ever commitment to women. Driven by the belief that sport has the power to change lives, the brand will support those who are breaking down barriers and driving gender equity, on and off the field of play.
The commitment, launched alongside the latest chapter in the brand’s Impossible Is Nothing campaign, sees key focuses:
Products: 2022 sees major investment in women-focused product innovation to recognize and meet the specific needs of women in sport. In December, the brand introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends; and will continue to launch innovations across the year – starting with a completely new approach to sports bras.
People: adidas is a proud, long-term partner of some of the best athletes, teams, and creators in the world. Sport has the power to change lives. Reaffirming the same brand attitude, adidas continues to support women by encouraging them to create new possibilities through powerful messaging from their strong women athlete partnerships which include -MirabaiChanu, LovlinaBorgohain and Hima Das. They use the voice of their experiences to inspire women everywhere to build a future in sports.
While this campaign will globally be launched with a film series featuring a diverse portfolio of eminent women from sport, fitness, and lifestyle. The Indian campaign will see the likes of Deepika Padukone, Mirabai Chanu, Lolina Borgohain and a host of other inspiring women. Joining forces with them adidas will continue to push for real, lasting change by making the sport more accessible and inclusive for all Women in India.