Earlier this month, Women’s Eagle Alumni Jennifer Lui and Tiffany Faaee joined adidas as part of the sporting brand’s newest initiative, Here To Create Change. In collaboration with tennis legend, Billie Jean King, adidas looks to drive the inclusion of more female athletes in media and overall participation in sports. Both Lui and Faaee are featured in the newest commercial distributed by adidas. To view the full ad, see below and find the official press release with information around the campaign.
via PR Newswire | See full press release
NEW YORK, Aug. 26, 2018 /PRNewswire/ — Today on Women’s Equality Day, adidas – a global leader in sport performance – announces its commitment to changing the future for New York City’s young female athletes. Unveiling research that shows that less than 1 in 3 girls continue to play sport after school, adidas kicks off Here to Create Change, which commits to breaking down the barriers that see nearly 1.7 million potential female athletes quit playing in NYC alone.
Currently, girls of NYC are dropping out of sport at 2.4x the rate of boys. The drop off is significant. During middle school there is only a 5% gap between the percentage of male and female athletes, which rises to 13% in high school, with the biggest decline between the ages of 17 and 18. At today’s rate, girls are 1.5x less likely to play sport than boys, and by the age of 19 only 29% of girls (versus 56% of boys) will play any sport at all.
Eva Barrett, Global Senior Director of Marketing for adidas Specialist Sports says, “At adidas, we believe through sport, we have the power to change lives. That’s why we are proud to partner with Billie Jean King on Here To Create Change, which asks the people of New York and around the world to help us find solutions to the problems faced by young girls in sport.
As a sports icon and a social justice pioneer, Billie Jean King is evidence that positive change on and off the court for women is possible, and we celebrate her achievements with our own commitment and footwear that all aspiring female athletes can step into. We want to build a future for female creators in this great city’s pitches, fields and courts of play. But we can’t do it alone. We want to hear from you, New York.”
The campaign plays to the backdrop of the US Open, a global platform for the power of positive change in female sport and the location of Billie Jean King’s fight for equality in her pivotal match 45 years ago.
Billie Jean King says, “The US Open, and the global audience the event delivers, is the perfect stage for this program and showcases adidas’ commitment to equality and positive change. I am proud to collaborate with adidas on addressing today’s barriers. Together, we can achieve more progress, equality and access for everyone in tennis and beyond. “