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.
Vicky Free, Head of Global Marketing at adidas, speaks on the brand’s focus: “This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of women athletes who are changing the game. We see their power, we celebrate the possibilities they see, we share the optimism with which they seize opportunities. This is our call to action to all the women out there to keep making the impossible possible every day. adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport.”
The commitment, launched alongside the latest chapter in the brand’s Impossible Is Nothing campaign, sees three 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. This season, the brand will celebrate and elevate them around the most significant moments in sports culture, from tennis grand slams to basketball tournaments, to winter sports, as well as expand its sponsorship of major leagues and tournaments – including the UEFA Women’s Champions League and Women’s Euro 2022.
Programs: The launch and extension of long-lasting grassroots programs will focus on encouraging, and keeping, women and girls in sport.
As part of this commitment to visibility, this season’s Impossible Is Nothing campaign shares the stories of women from all over the world who have made their impossible possible, with the aim of inspiring others to do the same. The I’m Possible film series aims to shine the light on the stories of some of the most celebrated figures of sport and culture from our community, who are driving change and creating new possibilities in sport and beyond.
Featuring in one of the films is Sudanese-British basketball player and sport inclusivity activist, Asma Elbadawi. Asma changed the game for women in sport, in 2014, when she successfully overturned the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball.
Elbadawi has spoken candidly about how, when she was growing up she felt that she had no relatable role models in popular culture. Adamant on changing this and with the belief that impossible is nothing – a value shared with adidas – she set out to “be the change she wished to see in the world”. She cites this as a primary motivation which fuels her drive to achieve her very best in
whatever she turns her hand to.
She saw the possibilities in breaking stereotypes and removing barriers to drive inclusivity and unity in sport and has demonstrated that through action, we can create a better future for all women to make their impossible possible.