ADIDAS TITLE IX

50 Years of Achieving the Impossible

For Title IX’s 50th anniversary, adidas wanted to go big. High-profile. Newsworthy. An event to reinforce their commitment to making sport equal for all. Our team responded by producing a three-day summit in partnership with the Athlete Ally organization, including a Signing Day ceremony and photo shoot featuring Billie Jean King, Ally Love, Candace Parker, and others.

Opportunity:

This was a chance for the Title IX brand to increase its focus on ending rampant homophobia and transphobia in sports. There needed to be space within the campaign for authentic conversations between these iconic sports figures and younger athletes, around celebrating all sexual orientations, gender identities and expressions.

Approach:

We produced a weekend-long summit and powerful PR campaign announcing adidas’ first-ever sponsored class of all-female college athletes and a commitment to policy reform that drives equality on campus and in sports as a whole.

Result:

80+ student-athletes and administrators attended the summit, which also gained 1.7 million virtual tune-ins to our Twitter livestream, and three million reached on Twitter through paid media before, during, and after the Signing Day event.