The campaign will run in the Tower Bridge area until the first week of March
Newsroom – London (ING) Posted on 02/21/2022 at 11:15am – Updated at 11:17am
Adidas has decided to give more power to the role of women in sport with an action on the streets of London over the next few weeks. This Monday (21), a report by gym machine She was in Tower Bridge, in the UK capital, and witnessed the reaction of the public when they saw the statues honoring the pioneers of the sports world.
Composition was the German brand’s way of drawing attention to the low-key female heroine at the current London tribute to historical figures. According to research by Adidas, of all the monuments and statues in the capital, only 4% are women. Men play a leading role in 21% of establishments, while most animals are even remembered (8%).
To try to reduce this inequality, Adidas has produced eight 3D figurines made from recycled plastic from marine agricultural waste. Each one honors a personality from the sports world. The women photographed are Vivian Miedema, an Arsenal footballer. Eniola Aluko, football coach and commentator; Francesca Brown, footballer and CEO of Goals4Girls; Ellie Goldstein, dancer and model; Emily Scarrat, rugby player; Tania Compass, young worker and activist; Asmaa El-Badawy, basketball player, poet and activist. and Sherry Silver, dancer, choreographer and UN advocate.
The event is also an offshoot of the campaign to launch the new collection of sports jerseys and bras that adidas launched in early February. The German brand is betting on the release of several models to better adapt to each type of women’s body, in the first ever action of a sports brand for women’s exercise.
The statues were placed this weekend on Tower Bridge. At the beginning of March, when International Women’s Day is celebrated, they will be relocated to another area of London, at a location that the brand has not yet announced.
Check out some of the photos the report took on Monday (21):
Agatha Christie is a journalist and feature writer specialising in culture, entertainment, books, and current affairs. She is committed to producing accurate, informative content that helps readers stay informed about the latest developments in the UK and beyond.
