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Today, #adidas continued its commitment to championing girls and women in sport as it moves into the second phase of the She Breaks Barriers initiative. #adidas debuted a film featuring four athletes and ESPN’s Maria Taylor that calls for equal media representation for women in sport. The brand also announced a partnership with Twitter and Intersport to livestream women’s high school volleyball and soccer games on the service for the first time ever. Women in sport lack visibility - research shows thatonly 4% of sports media coverage in the U.S. is dedicated to women’s sport[1]- #adidas is tackling this problem head on by pursuing equality and representation in the media. The film features Becky Sauerbrunn (USWNT, Defender Utah Royals), Keni Harrison (World Record Holder, 100m hurdles), Maria Taylor (Analyst, Host and Reporter for ESPN), Layshia Clarendon (WNBA Point Guard, Connecticut Sun) and Rahaf Khatib (Marathon runner, Six Star Finisher), following a group of young athletes as they seek out female sports in the media, find their power, and call their shot. The full film is available here. “We believe she needs to see strong female role models to inspire her to pursue her dreams. As part of our continued efforts to increase visibility for women and girls in sport, we have committed to ensuring that we will have equal gender representation across our owned social channels. This is the first step in changing how we will approach content creation in the future,” said Nicole Vollebregt, SVP of Global Purpose for #adidas. These new partnerships and continued initiatives are designed to raise awareness of issues and break down the barriers that stand between girls and sport– namely, lack of access, negative stereotypes, visibility, and inequality. As a part of this continued commitment, #adidas will:© Copyright 2024