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adidas have launches a new campaign to encourage the 43% of girls that quit sport at 13 to stay in football, by showcasing the power and potential of a future in the game. To do this the brand has recreated the iconic Jose+10 image – originally created in 2006 to celebrate the amazing talent on show that summer – with today’s heroes and role models such as Alessia Russo, Kadidiatou Diani, Linda Dallmann, Jude Bellingham and Lionel Messi, alongside legends of game like David Beckham, Kaká, and Zinedine Zidane.
This time fronted by a young girl – the striking visual aims to inspire the next generation to stay in the game, by highlighting the powerful role models, fans of the sport, and icons of today that exist for them across football.
While at club level, adidas partners Arsenal, Bayern Munich, Juventus, Manchester United, Olympique Lyonnais and Real Madrid have created their own inspirational visuals to capture the imagination of young fans from each team. Featuring the same young girl alongside members of their respective men’s and women’s first teams, highlighting that football is a game for all.
Further building on the ambition of the campaign, adidas is publishing a series of inspirational messages from leading women’s players, starting with Olympique Lyonnais defender Wendie Renard. The powerful words are written directly to her 13-year-old self – outlining what she can achieve if she keeps believing in herself.
The message aims to inspire girls around the globe, by showing them what they can achieve in sport and proving that anything is possible if they stay in the game. Additional words from Linda Caicedo (Real Madrid) and Lisa Boattin (Juventus) are set to be unveiled on the player’s social channels, with Wendie’s letter appearing on Tuesday 23rd April, Linda’s on Thursday 25th April and Lisa’s on Sunday 28th April.
Wendie Renard, France and Olympique Lyonnais defender said: “I remember the age of 13 very clearly – there is a lot going on in a young girl’s life at that age, so it can be very easy for sport to drop off the priority list. But sport is such a brilliant thing – it teaches us so much, builds confidence and delivers life lessons and values that we keep with us, forever. Writing a note to my 13-year-old self, brought all those feelings back to me.
So, my message to youngsters would be to continue having fun, to persevere and even in times of difficulty or doubt – don’t give up. Above all, never stop believing in yourself and your abilities. You won’t believe what you can achieve if you do.”
This is the latest initiative from adidas Football Collective’s ongoing commitment to help make sport equal, because when it comes to sport, fair play doesn’t yet exist for all. Using the power of sport to create a better future for the planet and people, adidas is focused on creating possibilities through products, programmes and partnerships. From an understanding that this can’t be done alone, adidas works collaboratively with – and supports – fellow changemakers on the journey to enabling access, equity and safety for our communities.
Most recently:
- adidas continues to contribute 1% of net sales of the 2024 UEFA Women’s Champions League and UEFA Champions League official match balls towards Common Goal’s ‘Equal Play Effect’. This is an impact solution seeking to drive equal participation, representation and leadership of women and non-binary people in football.
- The adidas Breaking Barriers Project is collaborating with women’s health experts, the Well HQ, to organize Menstrual Awareness Workshops in partnership with various adidas organizations and athletes. They have already conducted the first workshop for over 100 athletes, coaches, and parents from Manchester United Foundation partner schools, Manchester United’s Girls Academy, and U21 team.
- Olympique Lyonnais Féminin involved more than 300 amateur clubs with women’s sections, to give young members the chance to experience the best of women’s soccer, on the occasion of a gala match at Groupama Stadium: the first leg of the UEFA Women’s Champions League semifinal.
- UEFA continues its long-term project, #WePlayStrong – aimed at transforming perceptions of women’s football and encouraging girls to take up and continue playing the game.
The full campaign launches following adidas’ 2023 initiative, Champion the Girls – which created a dedicated space for young girls to experience the unrivalled euphoria of watching the UEFA Women’s Champion League.
