For its women-centric “Impossible Is Nothing” campaign, Adidas is making a new push this year in three directions: products, people and programs.
Among the first of the products is the Ultraboost 22 sneaker, designed to address differences between male and female instep height, heel anatomy and gait cycle. This will be followed by a “new approach” to sports bras.
In acting from a people angle, Adidas plans to “celebrate and elevate” athletes, teams and creators. It has signed sponsorships with the UEFA Women’s Champions League and the Women’s Euro 2022.
New programs organized by the brand will be encouraging women and girls to take part in sport. Adidas is helping to launch the Breaking Barriers Academy in Europe, pursuing its sponsorship of the Black Women’s Player Collective and Common Goal (a youth charity founded in 2017 by Juan Mata of Manchester United and Spain’s national team), and continuing to support Legacy, its high school basketball platform.
In addition, Adidas is launching I’mPossible – a film series featuring the volleyball player Tifanny Abreu, the basketball player Asma Elbadawi, the model Ellie Goldstein, the actor HoYeon, the runner Fatima Ibrahimi, the skateboarder Momiji Nishiya and the yoga teacher Jessamyn Stanley – on Feb. 14 through adidas.com/impossibleisnothing.
