adidas highlights struggle of female sports athletes with new campaign film
Sports is growing rapidly in India and with multiple accolades received by young athletes in the recent past, the world is taking notice of India as a powerhouse of sporting talent. This development has sparked a strong sense of interest towards pursuing sports as a career choice among st today’s youth especially women.
Driven by this ongoing change, and to further fuel the growing inclination for sport, adidas, the leading sportswear behemoth has been inspiring young athletes to take to sport over the last few years through marketing campaigns and grassroots activation. Continuing in this endeavor and focusing on women this mother’s day, adidas India has launched a new campaign film, SHE BREAKS BARRIERS a tribute to all mothers and women at large to celebrate each day as it comes
The film is an effort to engage young women to give them the self-belief to take on the world. The film has it’s roots in the insight that if women don’t see women in sport, they would not naturally develop an inclination to pursue it. She Breaks Barriers showcases three powerful and leading national icons - Sprinter Hima Das, Heptathlete Swapna Barman & Boxer Nikhat Zareen and delivers on the message that each woman has the capability to achieve their dreams, no matter how big, and that no barrier is daunting enough to hold them back.
Based on a narrative structure that deconstructs the aspirations of a young athlete, the film reinforces that through creativity and self-belief, one can break all barriers to achieve greatness and inspire a generation.
On the release of this film, Mr. Sharad Singla, Brand Marketing Director, adidas India, said: “At adidas, we believe that through sport, we have the power to change lives. “She Breaks Barriers” is an effort to continue harnessing this power and responsibility as we celebrate women and their ability to continuously overcome challenges. We hope that we are able to instill a sense of impeccable self-belief in women & celebrate their journey as they achieve higher grounds in sport and their careers.”
Excited about the launch of the film, Hima Das, the World Junior 400m champion commented “No goal is too far and no challenge too big if one is determined to achieve their dreams. I’m really excited to be in this inspiring film and I’ll be extremely proud if my journey is able to positively change the life of even one single person.”
Adding to this Nikhat Zareen, former Junior World Boxing Champion said “Boxing gave me a voice to express my real grit & motivation to challenge stereotypes and fight for victory. I hope more and more girls are able to pursue their dreams”
Swapna Barman, the Asian Games Gold medalist commented “If a small-town girl like me can come this far, I’m 100% sure every girl out there can make their dreams come true. I’m so happy that I was able to be a part of this film and really excited that we have been able to bring it to life.”
In the recent past, adidas has been working with Indian athletes & clubs and showcasing their stories to drive consumer love. After Real Kashmir in 2018 and the recently launched “Mumbai: Always Running” campaigns, this film illustrates the brands focus on driving consumer obsession through local relevance.