adidas:lead

Brand Innovation Film

Creative Director

Not all athletes are born equal. adidas has found that in London, Paris, New York and Tokyo alone, over 50% of girls don’t play competitive or individual sports and over 25% of girls stop playing sport between the ages of 14-17. Why? Because they don’t see a future.
Our team created a new service named adidas:lead, allowing all women to feel empowered and connect with each other in order to elevate in the sports industry.