Creating Endless Possibilities For Women In Sport

by | Mar 8, 2022 | WH Promotion & Events

Sport has the power to change lives — no brand lives this mantra more so than adidas. 

I Am Possible

adidas’ brand attitude Impossible Is Nothing aims to unite a strong, diverse and powerful community of women committed to changing their respective games. Who are these women — you obviously want to know? Quick rundown: They chase possibilities with the utmost optimism and achieve the unthinkable — all while uplifting those around them.  
The adidas film series, titled I’mPossible, features heart-warming stories of women who have turned their ‘impossible’ into ‘possible’. The aim? To inspire many others to follow in their footsteps.  Watch the stories of Sudanese-British basketball player Asma Elbadawi, Japanese skateboarder Momiji Nishiya and American yoga teacher Jessamyn Stanley


Locally, internationally acclaimed South African actress Ama Qamata — also a close friend of adidas — shares how she relates to the I’mPossible attitude. Ama believes that confidence, coupled with a strong sense of self, fuels her to achieve her goals (and she has lots!). “I like to set goals. Knowing what I want helps me to navigate life, without entertaining distractions.” 
National cricketer Laura Wolvaardt, another South African trailblazer, describes her journey to becoming a professional cricketer as her big step into the seemingly impossible. “As a five-year-old girl, I definitely didn’t think I would be where I am now — playing cricket for South Africa and in leagues around the world. I didn’t know girls even had cricket teams. It was only in Grade 8 that I discovered other girls also played cricket, and once I started playing in a women’s team, opportunities started to open up.” 
 Despite jumping on the running bandwagon later than most, Gerda Steyn has bagged numerous marathon and ultra-marathon events — and is South Africa’s current record holder in the Women’s Marathon distance category. “I never thought I could ever be a professional athlete. I love how it’s changed my life, and I want people to know they must never give up on their talent, whatever that is.” 

 A Bigger Cause

A commitment to People is one of adidas’ focus areas, followed by Products and Programmes. In 2022, adidas is making a major investment in women-focused product innovation to recognise and meet the specific needs of women in sport.  
Under Programmes, adidas is working with local social enterprise Blossom Care Solutions, who tackle period poverty by providing increased access to sanitary pads in township schools and rural communities. So far, the global sports brand has donated R1.5 million towards their sanitary pad manufacturing facility in Gugulethu, Cape Town and plan to provide 600 learners with free access to sanitary pads this year.
In addition to this, adidas will donate, and match, all proceeds from ticket sales from their I’mPossible Festival, taking place in Joburg on Saturday 26 March 2022. Tickets for the I’mPossible Festival are now available, and the line-up includes Jessamyn Stanley, Mapule Ndhlovu, JEFF Fitness, Shekhinah, DJ Fae Fae and DJ Zinhle.
Join the @adidasZA #ImpossibleIsNothing conversation on Instagram and celebrate women around the world, who inspire others to achieve beyond personal boundaries through relentless and rebellious optimism.

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