Adidas Launches CHAMPION THE GIRLS Initiative to Inspire Next Generation of Women’s Football Fans

On June 1st, 2023, adidas announced its latest initiative, CHAMPION THE GIRLS, aimed at promoting the next generation of fans and players in women’s football. This program reserves a block of seats for young girls and their role models to experience a European football club final, setting the stage for lifelong connections to the sport and igniting a flame in the emerging generation of the women’s game. The announcement comes as the world readies for what promises to be an incredible summer for women’s football – punctuated by the UWCL final. By inspiring the next generation of women and girls, adidas can help cement the building blocks for better equity in the future of the game.

Gonzalo Calvo, Global Director of Brand Communication, Communities, and Culture at adidas, highlighted that love and passion for football often start from witnessing the magic created by the biggest players and having role models encouraging and supporting their football journey. Nadine Kessler, Managing Director of Women’s football at UEFA, expressed her pride in backing this adidas commitment, setting up a platform to inspire and support the future of the women’s game.

Beyond CHAMPION THE GIRLS, adidas will contribute 1% of net sales of the UWCL Pro-Ball Eindhoven to the Common Goal movement, aiming to increase participation, representation, and leadership for women and girls in the grassroots game. To support the launch of CHAMPION THE GIRLS, adidas has pictured some of its biggest athletes alongside their loved ones in striking campaign images that celebrate the role that parents and role models play in driving positive influence on the next generation of player and fan. The collection features Del Piero and Kaka with their daughters, Ian Wright with his grand-daughter, and Russo and Zadrazil with their mothers.

Adidas’ CHAMPION THE GIRLS initiative is a powerful testament to the brand’s long-term commitment to helping make football equal, enabling access, equity, and safety for all who want to play. The brand works collaboratively with fellow changemakers on the journey to achieving fairness in sports. By inspiring the next generation of women and girls in football, adidas is creating a space at grassroots level, through to the top of women’s club football, to help make sport equal.

For more adidas news: Football | adidas News Site

Source: adidas

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