As a major year of sport commences, adidas continues its Impossible Is Nothing story with the announcement of its biggest ever commitment to women. Driven by the belief that sport has the power to change lives, the brand supports those who break barriers and drive gender equity, on and off the field of play.
This season, the brand attitude unites a strong, diverse and powerful community of women who are changing the game. These are women who pursue possibilities with optimism, who achieve the unthinkable and uplift those around them.
Today sees the launch of an adidas film series called I’mPossible featuring stories of women who have made their impossible possible, with the aim of inspiring others to do the same. It features:
- Jessamyn Stanley: American Yoga teacher, advocate, podcaster, and author who champions body positivity, self-empowerment, and acceptance through movement.
- Asma Elbadawi: Sudanese-British spoken word poet, activist, basketball player and coach who uses her platform to impact change, namely lobbying the International Basketball Federation (FIBA) to overturn the rule that prohibited religious headwear in professional basketball.
- Momiji Nishiya: 13-year-old Japanese skateboarder who won the first ever gold medal in the women’s street competition at the Tokyo 2020 Olympic Games.
Locally, you’ll hear from close friends of the brand such as internationally acclaimed South African actress and new partner of the brand Ama Qamata, who says having confidence and a strong sense of self allows her to achieve goals that may have seemed out of reach. And she has lots of them: “I like to set goals. Knowing what I want helps me to navigate life, without entertaining distractions. I’ve known from a very young age that I wanted to be an actor. There was no other option. And by being so focused, I’ve always known I would find a way to make it happen,” she notes.
Another South African trailblazer is national cricketer Laura Wolvaardt, who describes her journey to becoming a professional cricketer as achieving the seemingly impossible. “Growing up, I didn’t think I would get anywhere with my cricket. I didn’t know girls even had cricket teams. I was just playing because I loved it so much. As a five-year-old girl, I definitely didn’t think I would be where I am now, playing cricket for South Africa and in leagues around the world.”
Long distance runner Gerda Steyn, also a new adidas brand partner, knows all about confidence, focus and perseverance. Despite starting out in the sport of road running later than most, Gerda has won numerous marathon and ultra-marathon events, and is the current South African record holder in the Women’s Marathon distance. “I never thought I could ever be a professional athlete. It was always a far-away dream. I love how it’s changed my life, and I want people to know they must never give up on their talent, whatever that is.”
A commitment to People is just one of the areas adidas is focusing on. The other two are Products and Programmes. In 2022, adidas is making a major investment in women-focused product innovation to recognise and meet the specific needs of women in sport. The brand recently introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends, and will continue to launch innovations throughout the year – starting with a completely new approach to sports bras.
In terms of Programmes, adidas is working locally with Blossom Care Solutions, who tackle period poverty by providing increased access to sanitary pads in township schools and rural communities. The global sports brand has donated R1.5 million towards their sanitary pad manufacturing facility in Gugulethu, Cape Town and will provide 600 learners with free access to sanitary pads this year. In addition to this, adidas will donate, and match, all proceeds from ticket sales for the adidas I’mPossible Festival, scheduled to be held in Johannesburg at the end of March, to a new Blossom Care facility. Details for this exciting event to follow!
Join the @adidasZA I’mPossible conversation on Instagram and celebrate women around the world, who inspire others to achieve beyond personal boundaries through relentless and rebellious optimism.