ADIDAS: SHE BREAKS BARRIERS
AN ACTION PLAN FOR ADIDAS TO PROVIDE VISIBILITY AND ACCESS TO WOMEN’S SPORTS
A fully integrated year long brand campaign, focusing on four key moments: Pre-Holiday, International Women’s Day, Women’s World Cup and International Day of the Girl.
Throughout these four key moments, we launched a campaign across all channels encompassing: broadcast, social led athlete video series, eComm takeover, OOH, retail, partnerships with grassroots organizations, a series of youth sports activations and a Twitter female high school livestream platform, all to serve as proof points to taking action to create real change.
A CALL TO ACTION
We started with an honest statement of intent. the “dear adidas” letter went up on campus where employees would see it every day, and was accompanied by a company-wide email with the same intention setting message.
OOH was targeted in key cities: Los Angeles and New York City. Through digital and print placements, the hyper-local campaign called out to neighborhoods and boroughs to join adidas and share their ideas for breaking down barriers to women in sport.
ATHLETE INTERVIEW SERIES
We sat down with women on the adidas roster to talk about the barriers they are breaking in the industry and beyond. These candid conversations lived on YouTube and social, the collection evolving with the campaign to tell the stories of 16 women from 7 disciplines.
Maria Taylor, ESPN Analyst
Layshia Clarendon, WNBA
Becky Sauerbrunn, USWNT
Rahaf Khatib, Six Star Marathoner
Keni Harrison, Olympian + World Record Holder
Imani McGee-Stafford, WNBA
Kendall Coyne Schofield, Team USA Hockey
Mckenzie Coan, Team USA Swim
Nneka Ogwumike, WNBA
Chiney Ogwumike, WNBA
Liz Cambage, WNBA
McCall Zerboni, USWNT
Lindsey Horan, USWNT
Emily Sonnett, USWNT
Andi Sullivan, USWNT
Morgan Brian, USWNT
WOMENS WORLD CUP 2019
“adidas Announces Bonus Payout for FIFA Women’s World Cup Winners Equal to Male Counterparts” — Sports Illustrated
We kicked off the Women’s World Cup with a new brand film focused on the inequality for women’s sport media coverage. The film announced a new live streaming platform of Women’s High School Sports on Twitter and new Partnerships with Girls On The Run, ASU Global Sport Institute and Jen Welter’s Girls Flag Football Camp.
The film was followed up by a brand announcement and commitment on Twitter to the winning adidas women’s FIFA World Cup Athletes to receive the same performance bonus payout as their male peers. The final moment announced a partnership with the US Soccer Foundation celebrated with a soccer field day launch event for 120 girls and a commitment to build new pitches in underserved communities.
INTERNATIONAL DAY OF THE GIRL
“We play for a purpose. And that purpose is for the next generation.”
— Chiney Ogwumike, She Breaks Barriers Video Series
On International Day of the Girl, adidas partnered with UP2US Sports to celebrate the launch of their new digital coaching curriculum with an exclusive coaching clinic. The clinic sought to give its 100 attendees the tools and skillset to keep girls in sport. On Oct 12th, adidas partnered with The NY Mayor’s Fund to Advance NYC and invited 50 girls from the city to an exclusive basketball camp.
The camp sought to show girls they belong in sport, and give them the confidence they need to keep playing.
INTERNATIONAL WOMEN’S DAY
“Each female entrepreneur that enters the community will inspire another wave of women, generating a ripple effect that will radiate through the sports world.” — Fast Company
A 2-day workshop in NYC led by adidas and iFundwomen brought together 9 women entrepreneurs from around the world for panels with adidas athletes and one-on-one coaching from the iFundWomen team to develop a crowdfunding campaign. To their surprise, the women also received financial support from adidas for their businesses.
The workshop participants were joined by a panel of adidas leaders, athletes and spokespeople. Billie Jean King, Jackie Joyner Korsee, Robin Arzon, Jessamyn Stanley, Ally Love and Adriene Mishler shared their intimate journey of their own entrepreneurial endeavors while answering questions and offering advice. The campaign concluded with a commitment for a year long mentorship for each participant with iFundwomen as well as an open call for others to apply to the program by submitting their own industry-changing businesses to then receive similar financial support and coaching.
BRAND STRATEGY / CREATIVE CONCEPT / CONTENT CREATION / ART DIRECTION / DESIGN / EXPERIENCE DESIGN / EVENT MANAGEMENT / PROJECT MANAGEMENT / PRODUCTION
Creative Agency: KAMP