WHAT IF SPORTS WERE MORE THAN JUST GAMES?
WHAT IF THE BASKETBALL YOU BOUNCE
THE FOOTBALL YOU THROW
THE TENNIS BALL YOU SERVE
AND THE FINISH LINE YOU CROSS
HAD THE POWER TO MAKE THE WORLD MORE EQUAL?
50 YEARS AGO, WE DISCOVERED THAT POSSIBILITY WAS ACTUALLY A REALITY
WITH THE PASSAGE OF TITLE IX
EQUALITY IN ATHLETICS HAD A LONG-LASTING RIPPLE EFFECT
OUTSIDE OF SPORT AND AROUND THE WORLD
BUT THE WORK IS FAR FROM OVER
THE GAINS THAT WERE MADE ARE CONSTANTLY CHALLENGED
AND LEGISLATION IS STILL BEING PROPOSED IN AN ATTEMPT TO DIVIDE US
THERE IS STILL MORE WORK TO BE DONE
AS A LEADER IN SPORT, WE MUST MAKE OUR STANCE KNOWN
BECAUSE THERE’S ALWAYS A NEED FOR CHAMPIONS OF THE CAUSE TO SHOUT IT OUT
ALL ATHLETES WELCOME
THIS ISN’T JUST A GAME
THIS IS WHO WE ARE
adidas Title IX
We helped adidas announce their historic, first-ever class of all-female sponsored college athletes with a powerful photo shoot and Signing Day event, both attended by female icons from the world of sport. We followed that momentous occasion with a weekend-long event that expanded their partnership with Athlete Ally to drive education, policy reform and organizing of student-athletes to spur equity on campus and in sport.
Phase One
POWER IN COLOR PHOTOSHOOT
We concepted, produced and directed a photo shoot that platformed the 15 female student-athletes as the historic figures they are, alongside basketball icon Candace Parker, who will be guiding NIL athletes through her new mentorship program in this emerging era. The concept behind the shoot was Power in Color. By bathing the NIL athletes in the right dramatic light, we were able to convey their powerful stories and triumphs in a way that wasn’t simply observed, but actually felt.
Phase Two
SIGNING DAY EVENT
Then we held a Signing Day ceremony in NYC, announced by champion tennis player Billie Jean King alongside famed fitness instructor Ally Love, with other athletic icons in attendance. A red-carpet, photo-worthy moment welcomed attendees to a discussion on the impact of Title IX in sport, how the bill has permeated the world beyond athletics, how far we’ve come in the half-century since its signing, and how far we have yet to go. The talk culminated in the signing of these historic collegiate athletes, followed by a social/cocktail hour on the rooftop, with a DJ spinning records and stunning views of New York City’s skyline beyond.
Phase Three
ATHLETE ALLY SUMMIT
To culminate this important and impactful campaign, we held a three-day-long event to expand adidas’ partnership with Athlete Ally, an organization with a mission to end the rampant homophobia and transphobia in sport. The weekend was designed to connect members of the sports community, share knowledge and change sports for the better. Attendees had access to a series of panels, breakouts and intimate conversations that fostered affirming athletic spaces and celebrated all participants, regardless of their sexual orientation, gender identity or gender expression.