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 sports between the ages of 14-17. To solve this problem, Adidas asked us to find a solution to change the lives of young female athletes in Adidas's key cities and build them a future in their city’s pitches, fields, and courts of play.
Our idea was to create a special workshop program called Adidas Academy. It is more than a physical education academy, it's a safe space that will empower, enable, and educate teenage girls to become the next generation of athletes.
D&AD New Blood Academy Group Project