Jesse James
The good folks over at adidas are back, and they are inspiring future generations. A lack of visible role models is an enduring barrier for women and girls in sport. Only 4 percent of U.S. sports coverage dedicated to women’s sports. adidas is aiming to inspire and support balancing coverage of women’s sports. The brand with the three stripes has created “Change in Play.” This is a two-part broadcast special featuring star female athletes and their barrier-breaking journeys.
This series comes as part of adidas’ She Breaks Barriers initiative and will debut on August 26 on Stadium digital sports network. The program aims to increase the visibility of role models for women and girls in sport. Stadium sports reporters and studio hosts Kristen Balboni and Amina Smith lead the in-depth dialogue with a roster of decorated athletes. Those athletes include three-time WNBA MVP Lisa Leslie, WNBA All-Star Chiney Ogwumike, Olympic Hockey gold medalist Kendall Coyne Schofield and many more.
Kristen Balboni spoke about the broadcast. She stated: “Women in sports are continuing to do amazing things on and off the court, octagon, and field. They’re speaking up, setting examples for young girls and playing with passion. I’m so excited that we’re able to recognize those incredible female athletes that need to share their stories with the world.”
adidas Levels The Playing Field!
The two-part special is another example of adidas’ commitment to leveling the playing field for women and girls in sport. The She Breaks Barriers initiative focuses on providing better access. As well as removing gender stereotypes, and creating visibility for female athletes at all levels and ages.
adidas Vice President of Brand Activation, Kelly Olmstead spoke as well. She stated: “In order to be her, you need to see her, and right now the stark gap between men’s and women’s sports media coverage has created a lack of visible role models for women and young girls.” She went on to say, “Gathering these amazing athletes to share their stories will help inspire the next generation of athletes, whether it’s getting them started or keeping them going.”
The roundtable discussions aim to encourage women to pursue their sports passions. While also sharing stories they can relate to through world-class athletes. The first discussion will air on Monday, August 26 at 8:00 p.m. EST, followed by the second episode debuting Tuesday, September 3 at 8:00 p.m. EST on Stadium digital sports network. Don’t miss out!
Join the conversation as well, follow along on Twitter via @adidas and @adidasWomen. In other adidas related news, check out the new Pharrell x adidas Originals “Now is her time” collection. Keep it locked to The Culture Curators for more from adidas coming soon.
Photos via adidas
