Mother’s Day is around the corner. Leading brands all around the world are releasing campaigns that centers around the warrior-spirit in mothers and all women. The most recent brand to jump onto the bandwagon is Adidas with its ‘She Breaks Barriers’ campaign.
For the last few years, Adidas has been focusing on providing a platform for the youth in sports to showcase their talent. A tangent of this broad endeavour includes focusing on women of all ages in sports. Adidas came up with ‘She Breaks Barriers’, a tribute to all mothers and women at large to celebrate each day as it comes.
The world is finally taking notice of India as a powerhouse of sporting talent. Also, women play a major role in it. The campaign unveils a new film that features three of India’s leading female sports icons – sprinter Hima Das (World Junior 400m Champion), heptathlete Swapna Barman (Asian Games gold medalist) and boxer Nikhat Zareen (former Junior World Boxing Champion) who tell their stories about achieving their goals by breaking all barriers that come their way. The film aims at engaging young women and providing them with the much-need self-confidence and self-belief to take on the world and chase their dreams.
Speaking on the film, Sharad Singla, brand marketing director, Adidas India, said, “At Adidas, we believe that through sport, we have the power to change lives. ‘She Breaks Barriers’ is an effort to continue harnessing this power and responsibility as we celebrate women and their ability to continuously overcome challenges. We hope that we are able to instill a sense of impeccable self-belief in women & celebrate their journey as they achieve higher grounds in sport and their careers.”