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adidas

adidas

  • New Blood Awards
  • 2019

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.

Want to know more? You can download the brief here

 

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