Adidas entered phase two of its She Breaks Barriers initiative and teaming up with Intersport and Twitter to livestream women’s high school volleyball and soccer games on the social network for the first time.
The same three companies worked together last year on Friday Night Stripes, a slate of eight live streamed high-school-football games featuring nationally-ranked teams. The new @3StripeLive series will bring six women’s high-school contests to Twitter starting in April, with more details to come soon.
The brand cited research showing that only 4 percent of sports media coverage in the U.S. is dedicated to women’s sports, and it entered phase two of its She Breaks Barriers initiative by debuting a film featuring four successful athletes and ESPN’s Maria Taylor, calling for equal representation.
The four athletes are a soccer player Becky Sauerbrunn, a defender on the US Women’s National Team and Utah Royals F.C.; Keni Harrison, world-record holder in the 100-meter hurdles; Layshia Clarendon, point guard for the Women’s National Basketball Association’s Connecticut Sun; and marathon runner and Six Star Finisher Rahaf Khatib.
About the incredible project, Vice President of global client solutions at Twitter, Sarah Personette commented,
We are really proud to be part of this movement for equality. Through this partnership with Adidas and Intersport, we are collectively bringing this first-of-its kind women’s sports series to Twitter. Pairing these live games with the conversation on Twitter will provide young fans an avenue to see and discuss what’s happening around the sports they love.
Adidas Senior VP of Global Purpose Nicole Vollebregt said,
We believe she needs to see strong female role models to inspire her to pursue her dreams. As part of our continued efforts to increase visibility for women and girls in sport, we have committed to ensuring that we will have equal gender representation across our owned social channels. This is the first step in changing how we will approach content creation in the future.
Adidas Senior VP and Brand Director Kate Ridley also added,
We’re thrilled to partner with a global media company as influential as Twitter on this project. It is essential that girls have access to sport—to play it, to practice it and, yes, to watch it. If girls don’t see role models through sports media, they won’t have a reason to join or stay in sport.