This past Monday, ONE37pm got the opportunity to be a part of adidas SS22 Women in Sport Panel. Powered by the attitude of Impossible Is Nothing, the brand accelerates its mission to create real, lasting change for women in sports. The panelists included Ellie Goldstein who made history as the first model with down syndrome to land an international campaign, sports inclusivity activist Asma Badawi, and plenty more extraordinary women.
Adidas SS22 Women in Sport Panel Review
We attended the event this past Monday
First thing’s first—as a young woman who covers both sports and athletic wear, I found this panel to be extremely exciting and motivating for women all over the world. The adidas brand has been committed to inclusivity for decades, and they continue to expand and diversify their women’s division in all capacities. Each and every one of these panelists is a renowned and highly accomplished sports figure, and their confidence, positive energy, and helpful advice has and will continue to be extremely beneficial in the years to come.
The panel was also moderated by Vicky Free, Head of Global Marketing at adidas, who gave us a preview of what’s to come this spring.
“This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of women athletes who are changing the game. We see their power, we celebrate the possibilities they see, we share the optimism with which they seize opportunities. This is our call to action to all the women out there to keep making the impossible possible every day. adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport.”
This season will see the launch of major new women-focused innovations, continued support for established and emerging athletes, and new grassroot programs, which are inspired by the latest chapter of adidas’ Impossible Is Nothing campaign.
Here is a breakdown of what to expect.
2022 will see major investments in women-focused product innovation to meet the specific needs of women in sports. This past December, the brand 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 across the year – starting with a completely new approach to sports bras.
This season, the brand will celebrate and elevate them around the most significant moments in sports culture, from tennis grand slams to basketball tournaments, to winter sports, as well as expand its sponsorship of major leagues and tournaments – including the UEFA Women's Champions League and Women's Euro 2022.
The launch and extension of long-lasting grassroots programs will focus on encouraging, and keeping, women and girls in sport. These include the launch of the new Breaking Barriers Academy in Europe, to help drive systemic change by providing gender equity learning resources to all sporting clubs, coaches, and athletes; continued partnerships with the Black Women's Player Collective and Common Goal; and supporting the next generation of WNBA stars through the adidas Legacy program.
Last but not least, the adidas Impossible Is Nothing film series will launch on February 14th and will feature volleyball player, Tifanny Abreu; basketball player, Asma Elbadawi; model, Ellie Goldstein; actor, HoYeon; runner, Fatima Ibrahimi; skateboarder, Momiji Nishiya and yoga teacher, Jessamyn Stanley, as they share their individual stories of how they have made the impossible and possible.