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.
According to the brand's own research, during middle school there is only a 5% gap between the percentage of male and female athletes. This rises to 13% in high school, with the biggest drop off between the ages of 17 and 18.
In addition, 28% of girls – the equivalent to over 670,000 potential NYC athletes – say they drop out of sport because there are fewer opportunities to partake as they get older.
So, 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.
This campaign is part of a wider initiative from Adidas, which comprises a series of events and projects designed to put the community first and show some love to the Big Apple.