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New Blood Entry — all within

Award: Graphite Pencil

adidas / 2019

adidas - all within.
Girls quit playing sports by the age of 17, when they decide they don’t want to play sport professionally.

With that in mind are top athletes really the best messengers of keeping girls in sport?
Not really.

That's why Adidas new sport heroes... aren't sport heroes.
Today girls look up to women like Emma Watson and Alexandria Ocasio-Cortez, who all played sport throughout high school.

We made these visionary women the new "sport heroes" of adidas.

Adidas new sport heroes... aren't sport heroes.

Because it's not only about sport.
It's about what sport can lead to.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.