Adidas has enlisted the help of tennis legend Billie Jean King to help keep teen girls in sport after they leave school, as part of its 'Here to Create Change' campaign.
Based on the insight than in NYC alone, girls are more than two-times likely to drop out of sport than boys their age, the brand has committed to break down the barriers that see almost 1.7 million potential female athletes quit playing in the city.
To encourage young women to keep their head in the game, the sports brand is holding up King as evidence that positive change, on and off the court, is possible.
The campaign plays to the backdrop of the US Open, the location of King’s fight for equality in her own pivotal match 45 years ago.
As well as a series of print and video ads, Adidas is also rolling out a limited edition shoe "in honor of BJK’s permanent footprint on the fabric of female sport". 300 pairs will be available beginning 27 August.
A social campaign, #CreatorsUnite, will implore other to join King and other female athletes in eradicating the barriers young women face.
Agency: TBWA\Chiat\Day New York
Independent Media Inc., Production Company
Doug Liman, Director
Susanne Preissler, Executive Producer
Liam Ahern, Executive Producer
Gus Kousoulas, Line Producer
Pep Avila Del Pino, DP