Today adidas is announcing a partnership with Twitter and Intersport to livestream women’s high school volleyball and soccer games on the service for the first time ever. Women in sport lack visibility - research shows that only 4% of sports media coverage in the U.S. is dedicated to women’s sport - adidas is tackling this problem head on by pursuing equality and representation in the media.
This new partnership is designed to raise awareness of issues and break down the barriers that stand between girls and sport – namely lack of access, negative stereotypes, visibility, and inequality. As a part of this continued commitment, adidas will boost visibility of female athletes in sports media through this partnership with Twitter.
Beginning in April 2019, the partnership with Twitter and Intersport will feature women’s high school teams from across the country and will continue throughout the year. All six games in the @3StripeLive series will be streamed globally on Twitter and be produced by Intersport. More details on the games will come soon.
Kate Ridley, Senior VP Brand Director, said: “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.”
“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,” said Sarah Personette, VP of Global Client Solutions at 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.”
For more information visit http://www.adidas.com/shebreaksbarriers and join the conversation on Twitter and Instagram via @adidas and @adidasWomen