June 15, 2024

ADIDAS CREATES NEW POSSIBILITIES FOR WOMEN IN SPORT WITH ITS BIGGEST EVER COMMITMENT TO INNOVATION, ATHLETES AND FUTURE GENERATIONS

 ADIDAS CREATES NEW POSSIBILITIES FOR WOMEN IN SPORT WITH ITS BIGGEST EVER COMMITMENT TO INNOVATION, ATHLETES AND FUTURE GENERATIONS
  • Powered by the attitude of Impossible Is Nothing, the brand accelerates its mission to create real, lasting change for women in sport.
  • This season sees the launch of major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programs.
  • Latest chapter of adidas’ Impossible Is Nothing campaign spotlights a global collective of inspiring women who are breaking down barriers in sport and beyond.

Dubai, February 14, 2022: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.

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’mPossible 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.