While the world’s best female golfers were preparing to compete at this week’s KIA Classic in Carlsbad, Ca., just down the road, adidas Golf called together the game’s rising brand ambassadors and social media influencers to unify over one common goal: promoting women and girls in sport.
“A few stats really shocked me: girls in sports drop out 1.5 times faster than boys,” explained Courtney McHugh, senior director of global brand marketing for adidas Golf. “And if they do stay in sports, by the time they’re 17 years old 51 percent will have dropped out.
“Additionally, when you look at professional athletes, 40 percent are women; however, only four percent of media coverage is dedicated to women. We have a big issue here and adidas is committed to making a difference.”
The event continues a series of initiatives adidas has launched to promote equality for women in sports. In December 2018, the apparel company released the She Breaks Barriers campaign urging people to demand more coverage of women’s sports from their favorite media outlets. Committed to standing by that mission, adidas also announced on International Women’s Day that all adidas athletes on the winning 2019 FIFA Women’s World Cup team will receive the same performance bonus payout as their male peers. It’s an action McHugh hopes creates a domino effect in all sports organizations, their apparel competitors included.
“In sport and in business there’s a lot of competition, but this is one message we need everybody to think about, so I want everyone talking about how we can get girls to enter into sport and stay in sport,” McHugh said. “It’s a movement and a message that we’re all locking arms on. We’re all competitive, but not when it comes to this—we have to stand together.”
On Monday, just a few days before the world’s best female amateur golfers take center stage at the inaugural and historic Augusta National Women’s Amateur (ANWA), adidas will launch their latest Breaking Barriers message promoting women’s golf. By unifying golf’s content creators and brand ambassadors, adidas believes they can spread their breaking barriers message on an even larger scale.
“A big amplification of our voice is through influencers and brand ambassadors, especially with young girls who look up to them,” McHugh said. “In golf, the ANWA will be the biggest barrier women have ever broken, which is very exciting.”
“Here to Create” was the theme of the night and part of adidas’ next campaign launching in a few weeks, which celebrates creativity and self-expression in sport. The event was held at the headquarters of Full Swing Golf simulator company, a perfect representation of the innovation in store for the game of golf. Among the attendees were: golf social media personalities Nikki B and Tisha Alyn Abrea; trick shot artist Tania Tare, Golf Digest’s Hally Leadbetter; Adventures in Golf host Erik Anders Lang; and CBS Sports announcer Amanda Balionis—all who command their own lane in the digital media space and are using their platform to inspire the next generation of golfers.
“What an amazing night to be a part of,” Nikki B wrote on her Instagram page. “I’ve never felt so much synergy and girl power in one room. It’s awesome when you’re with a group of women who are collaborative, supportive and all have the same goal – grow women’s golf.”