Adidas is committed to changing the future for young female athletes in key cities across the globe, breaking down the barriers which cause them to drop out of sport. Not all athletes are born equal. Adidas has found that in London, Paris, New York and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17. Why? Because they don’t see a future. There are too many barriers stopping their progression. There’s a legacy of inequality and opportunity. Lack of infrastructure, lack of access, lack of role models, lack of funding. A legacy that Adidas wants to change.

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We wanted to keep the conversation going and we didn't want to keep this data to ourselves so we came up with two ideas that converged in what we believe is a very powerful concept.

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First of all, we want to fill the streets with the message and repeat the "Breaking Barriers" statement either with words or visually. For that one we have this executions where we shatter those negative stereotypical words that keep girls from practicing the sports that they want.

Copywriter: Katie Reid

Art Director: Luis Martinez