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Case Study

adidas

Unveiling historic sports equity and inclusion program for adidas

  • ServiceAdvisory, Strategic Communications
  • SectorSport
  • OfficeUnited States
  • Capability

    Media Relations, Experiential

Hill & Knowlton helped adidas make history this year with the unveiling of a series of brand initiatives and commitments aimed at creating a more equitable and inclusive future of sport including the signing of adidas’ first class of NIL ("Name, Image, Likeness") athletes, all female across seven collegiate sports.​

H&K organized an in-person "Signing Day" event where 200+ adidas icons, partners, student-athletes, family and friends including 40+ hosted media, gathered with the adidas family at the adidas NYC office to celebrate the 50th anniversary of Title IX and empower this next generation of incredible adidas athletes. We also used this moment to unveil plans for a mentorship program led by Candace Parker and announced the expansion of the brand’s partnership with Athlete Ally to facilitate the creation of Campus Chapters on eight adidas-partnered NCAA college campuses. Tennis legend, Billie Jean King joined adidas, alongside Ally Love as event host, and brand spokespeople and WNBA partners, to officially unveil the 15 NIL signees and an evening of panel discussions on mentorship, inclusivity and allyship. The event was lived streamed to 1.7M viewers.​

Earlier in the day, we also kicked off the newly created mentorship program where each of the 15 student-athletes met with six mentor athlete partners. Post program, we arranged interviews with media attendees and partners to discuss this historical moment and impact. The campaign successfully achieved over 80 hits and 305 million impressions as well as over 15 on-site interviews.

H&K organized an in-person "Signing Day" event where 200+ adidas icons, partners, student-athletes, family and friends including 40+ hosted media, gathered with the adidas family at the adidas NYC office to celebrate the 50th anniversary of Title IX and empower this next generation of incredible adidas athletes. We also used this moment to unveil plans for a mentorship program led by Candace Parker and announced the expansion of the brand’s partnership with Athlete Ally to facilitate the creation of Campus Chapters on eight adidas-partnered NCAA college campuses. Tennis legend, Billie Jean King joined adidas, alongside Ally Love as event host, and brand spokespeople and WNBA partners, to officially unveil the 15 NIL signees and an evening of panel discussions on mentorship, inclusivity and allyship. The event was lived streamed to 1.7M viewers.​

Earlier in the day, we also kicked off the newly created mentorship program where each of the 15 student-athletes met with six mentor athlete partners. Post program, we arranged interviews with media attendees and partners to discuss this historical moment and impact. The campaign successfully achieved over 80 hits and 305 million impressions as well as over 15 on-site interviews.

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