To show adidas’ effort and commitment to women in sports, we launched Here to Create Change, a campaign around the original creator of change: tennis legend Billie Jean King. Each execution pays homage to her life, career and the actual change BJK has created by tirelessly fighting for women’s equal rights in sports. The campaign itself also was proof of change in its own medium, by making a 74-year-old woman the star of adidas. In a world that usually only features women below the age of 25, it really is change that’s much needed.
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