EMPOWERING GIRLS THROUGH FOOTBALL IN JAPAN
Football has the power to build confidence, create connections, and unlock potential. Yet in Japan, one in five girls stops playing football by the age of 13, often because there are limited opportunities to continue the sport during their junior high school years.
To help change that, adidas Japan and the Japan Football Association (JFA) launched Her Team - an initiative dedicated to creating more opportunities for girls to play, grow, and belong in football.
Creating opportunities to playAt the heart of Her Team is a commitment to helping more girls stay connected to the game they love.
The initiative's core objective is to support the establishment and growth of girls' football teams across Japan, helping U-15 players continue playing during a critical stage when many leave the game due to limited opportunities at the junior high school level.
To achieve this, Her Team provides practical resources, including team kits, recruitment support, and access to football development opportunities. By helping new teams get off the ground and existing teams thrive, Her Team is working to remove barriers that prevent girls from continuing their football journey.
Building a community through footballHer Team is about more than just teams - it's about belonging.
In addition to supporting girls' teams, Her Team provides community activations and football clinics designed to make football more accessible, welcoming, and inclusive for girls across Japan.
Through these experiences, and through the annual Her Team Cup, girls from across the country come together to play, learn, and connect. As a participation-focused football event, the Her Team Cup helps girls build confidence, develop friendships, and continue their football journey in a supportive environment.
Together, these initiatives create a welcoming space where participants can experience the joy of the game while becoming part of a wider football community.
Inspiring the next generationRepresentation matters.
Through the Her Team Cup, participants have the opportunity to meet former Japan Women's National Team players and other role models from the women's game. By sharing their stories, experiences, and challenges, these football pioneers help inspire the next generation to dream bigger and see new possibilities for their future in the sport.
For many girls, these interactions provide a rare chance to learn directly from women who have successfully paved their own path in football.
Driving long-term impactSince launching in 2020, Her Team has helped establish and support 102 girls' football teams across Japan, creating more opportunities for girls to play, develop their skills, and stay involved in football within their local communities.
Together with JFA, adidas is helping ensure that more girls have the opportunity to stay in the game, build confidence through sport, and shape their future through football.
Building confidence, one stride at a time
Sport has the power to change lives. For Girls on the Run, that's not just a belief. It's a mission they've been delivering on for years, one stride at a time.
Girls on the Run inspires participants of all abilities to build confidence, develop life skills, and grow through running and movement-based lessons led by volunteer coaches, culminating in a celebratory 5K that celebrates their accomplishment and builds confidence far beyond the finish line.
adidas has proudly partnered with Girls on the Run since 2019. Because when a girl feels strong in her body, she feels strong in herself. The program reaches girls at a critical stage, strengthening their confidence at a time when the world often begins to place limits on what they believe they can do. By supporting girls’ physical health, emotional wellbeing and sense of self, Girls on the Run meets them exactly when and where they need it most.
Bringing the Partnership to LifeDuring this year's Boston Marathon week, adidas came to Boston with a clear purpose: to celebrate the power of partnership, purpose, and community alongside Girls on the Run, bringing the partnership to life both in adidas stores and on the course.
It started in stores, with Girls on the Run featured as the April donation partner at registers across all adidas locations, giving everyday customers a chance to be part of something bigger.
On the course, 27 SoleMates, the organization's endurance fundraising team, ran and fundraised on behalf of Girls on the Run. Together, they raised an incredible $400,000 to support programming through the Boston council. To honor each of the 27 SoleMates, a celebration jacket and a pair of adidas Evo SL running shoes were gifted in recognition of their fundraising achievement.
Mile 15: Where Purpose Meets PerformanceAfter a week of partnership, purpose, and community in action, it all came together on race day at the symbolic mile 15 mark of the marathon, where family, friends, and supporters gathered to cheer on SoleMates and runners from around the world.
Mile 15 was deliberately chosen as a symbol of the next step. Through its work with Girls on the Run, adidas is committed to keeping girls in sport beyond age 14. Being present at mile 15 meant showing up for that exact moment, supporting young athletes as they push past barriers and keep going.
Boston was more than a race week. It was proof of what happens when a partnership is built on shared belief: that sport builds confidence, community, and opportunity for every girl who needs it.
Improving access to sport and education
LET’S EXERCISE, SEOULIn the semi-arid region of Passagem do Juazeiro, daily life is shaped by extreme heat and limited rainwater. To support the community, love.fútbol and adidas partnered to introduce a multi-sport pitch designed for play and connection. Alongside this, essential infrastructure was built to help strengthen local resilience and support the community long term.
THE CHALLENGEPassagem do Juazeiro’s semi-arid climate makes everyday activities far more difficult. Limited rainfall and extreme heat impact both farming and access to sport and recreation. The community relies on seasonal agriculture that is heavily affected by drought. Public infrastructure is minimal, with few safe or structured spaces for sport or community activities.
As a result, young people have limited opportunities to take part in sports and social activities, even though there is a strong local need for safe, inclusive spaces protected from the extreme heat. That’s why adidas and Common Goal joined forces with Love.Fútbol through Move For The Planet — to create a shaded, safe space where kids can come together, play, grow, and chase their dreams.
A CLIMATE-RESILIENT HUBAt the heart of the project is a covered, multi-purpose pitch designed to withstand the extreme conditions of Passagem do Juazeiro. Equipped with solar-powered lighting, shaded areas, and rainwater harvesting systems, the space enables year-round use while responding to heat and water scarcity. It provides the first dedicated sports and recreation facility for over 2,000 residents across six villages.
Alongside the pitch, a 16,000-litre rainwater cistern was installed to collect and store water to support vegetable and fish production for community meals. This helps improve water security, reduce reliance on external supply, and expand food provision for families in need.
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso.Scopri di più EDUCATION & EMPOWERMENTThe project also delivers a structured programme combining sport with environmental education and social development. Children and young people take part in regular sessions focused on sustainability, water conservation, and protection of the local Caatinga biome, alongside values such as inclusion, gender equity, and mental wellbeing.
Young people are encouraged to take active roles in supporting activities, helping to build leadership skills and strengthen community involvement. The initiative supports improved access to sport, education, and life skills while contributing to greater community cohesion and resilience.
Creating inclusive sport together
Since 1991, Special Olympics Germany has been advancing equal access to self-development, free choices, self-expression, and society: using sport as a catalyst for change for people with intellectual disabilities. As a recognized national federation within the German Olympic Sports Confederation (DOSB), it runs year‑round training, competitions, and education and health programs across the country. A core principle of its work is the active involvement of athletes in shaping the organization itself: athletes take on meaningful roles as speakers, advisors, vice presidents, and in many other functions, contributing to the organization just like any other colleague.
Since 2023, the year Germany hosted the Special Olympics World Games in Berlin, adidas and Special Olympics Germany have been partners on equal footing. Together we outfit and support Team Germany at the World Games in Berlin 2023, Turin 2025, and Santiago de Chile in 2027 as well as invest in grassroots programs that promote access to sports and sports clubs to athletes across Germany. Our aim is that more than the current 8% of people with intellectual disabilities in Germany are motivated to participate in sports and have access to it. The shared ambition is straightforward: to make sport more inclusive at every level, on equal terms for every athlete.
Powered by Our PeopleAt the heart of this partnership is a cross functional project team of adidas employees who volunteer alongside their regular roles, working side by side with Special Olympics Germany and their athletes who shape every step.
Through training camps on our campus, athlete meetups, and brand moments like the Global Week of Inclusion, employees and Special Olympics athletes spend real time together training, sharing meals, and exchanging perspectives. For many of our colleagues, these encounters are genuinely eye-opening: the athletes bring energy, insight, and a way of showing up that changes how we think about sport, performance, and what inclusion really means.
The Power of Co-CreationThe creation of the shoe was inspired by the brand’s partnership with Chris Nikic and his relentless drive to break down barriers. By involving the community at every step, from product design through to testing, and partnering with advocates who connect us with a diverse range of runners, we're ensuring adaptive performance isn't treated as an afterthought, but as part of how we design. We believe that through sports, we have the power to change lives.
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso.Scopri di più More Than a PartnershipIt’s not just a partnership on paper. It’s driven by leadership, shaped by the project team, and brought to life by employees and athletes together. The experience is genuinely inclusive, because it is shaped on eye-level and results in both ways, celebrating every step of our journey hand in hand.
LET’S EXERCISE, SEOULIn Corea, dal 2017, adidas collabora con il Seoul Metropolitan Government per il progetto "Let's Exercise, Seoul", volto a garantire un accesso sicuro ed equo allo sport a persone di ogni genere, età e abilità. Questa iniziativa si concentra sull'ulteriore potenziamento delle strutture sportive e sulla creazione di ambienti migliori in cui i residenti di Seoul possano creare connessioni tra loro. Il campo da futsal di Hwigyeong 2 è stato ristrutturato e inaugurato a novembre 2025.
CAMPO DA FUTSAL HWIGYEONG 2Il campo da futsal di Hwigyeong 2, situato nel parco sul fiume del distretto di Dongdaemun, di recente ha dovuto sospendere temporaneamente le sue attività dopo che forti nevicate hanno danneggiato le travi del tetto e le recinzioni di supporto. Il progetto del 2025 si è concentrato sul rafforzamento della struttura, per renderla più resistente a eventi climatici estremi e inondazioni.
LA CERIMONIA DI RIAPERTURAPer celebrare la riapertura, si è tenuta una cerimonia speciale con la comunità. L'evento ha ospitato un workshop di futsal con i coach di un partner storico: la Cha Bum-kun Football Academy. Insieme ai membri di una squadra locale di futsal per bambini, hanno partecipato anche adulti del Dongdaemun District Sports Council con disabilità intellettive e di sviluppo, che necessitano di supporto nelle attività sportive.
Dipendenti adidas volontari hanno preso parte all'iniziativa, supportando i partecipanti e interagendo direttamente con la community.
È con estremo orgoglio che desidero esprimere il mio più profondo e sincero ringraziamento ai nostri dipendenti volontari. Avete davvero dimostrato come il nostro mindset 'Attraverso lo sport abbiamo il potere di cambiare la vita delle persone' prende vitaMARKUS MORENT - Managing Director di adidas Corea
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso. Reducing barriers for all athletes
Abbattere le barriere per tutti gli atleti: Supernova Rise 3 Adaptiveadidas Running inaugura un nuovo capitolo con Supernova Rise 3 Adaptive, la prima scarpa da running adidas progettata in collaborazione con atleti con disabilità.
Sviluppata con il contributo di persone con disabilità, caregiver e atleti, e ispirata dal nostro atleta adidas Chris Nikic — la prima persona con sindrome di Down a completare un Ironman — questa scarpa è stata creata per atleti e atlete con disabilità, con l’obiettivo di integrare l’accessibilità nello sport fin dall’inizio.
THE CHALLENGEPer milioni di persone con disabilità, avvicinarsi alla corsa può sembrare impossibile. Abbiamo ascoltato direttamente atleti e atlete con disabilità: un gesto semplice, come infilarsi le scarpe da corsa, può condizionare l'intera esperienza — dalla fiducia in sé al comfort, fino alla sensazione di essere in grado di partecipare. Le loro testimonianze ci hanno aiutato a individuare gli ostacoli quotidiani e a trovare soluzioni che rispondono a bisogni reali.
Come spiega Nik Nikic, padre dell'atleta Chris Nikic: "Su una scala da 1 a 10, il dolore che una persona senza disabilità percepisce a 8, Chris lo percepisce già a 1".
Il potere della co-creazioneLa creazione della scarpa è stata ispirata dalla nostra partnership con Chris Nikic e dalla sua instancabile determinazione ad abbattere le barriere. Coinvolgendo la community in ogni fase, dal design del prodotto fino al testing, e collaborando con persone che ci mettono in contatto con un'ampia varietà di runner, vogliamo assicurarci che le prestazioni adattive non siano trattate come un elemento secondario, ma come parte integrante del nostro modo di progettare. Crediamo che attraverso lo sport abbiamo il potere di cambiare la vita delle persone.
Il prodottoSupernova Rise 3 Adaptive presenta un design rivisitato con allacciatura adattiva e dettagli tattili che rendono la scarpa più confortevole e più facile da indossare e regolare. La scarpa integra anche gli elementi collaudati della collezione Supernova, come l’intersuola Dreamstrike+ più morbida, offrendo agli atleti il mix perfetto tra comfort e supporto.
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso. Empowerment through education and sport
KOLISI FOUNDATIONLa Fondazione Kolisi è stata fondata da Siya e Rachel Kolisi nel 2020, con l'obiettivo di contrastare le disuguaglianze in Sudafrica. La visione della Fondazione è quella di promuovere un cambiamento positivo per le comunità attraverso l'istruzione e lo sport, l'uguaglianza di genere e la sicurezza alimentare.
Nello stesso anno, adidas e la Kolisi Foundation hanno collaborato per abbattere le barriere e assicurare alla comunità di Zwide un accesso sicuro ed equo allo sport.
INFORMAZIONI CHIAVELuogo:Zwide, Sudafrica
Partner adidas dal:2020
sport focus:
impact areas:
Aree di interventoInfrastrutture nuove e ristrutturate per offrire un accesso sicuro ed equo allo sport. Donazioni di prodotti per offrire la tecnologia necessaria per l'allenamento sportivo. Educazione attraverso lo sport - aiutare i bambini a crescere sani, attivi, più forti sia a livello emotivo che scolastico, contribuendo allo stesso tempo allo sviluppo delle comunità in cui vivono.
AZIONIPromuovere un cambiamento positivo attraverso l'istruzione e lo sportLanciato nel 2022, il progetto Siyaphakama Zwide Schools Project è un'iniziativa collaborativa dedicata a superare le sfide che i giovani affrontano nella comunità di Zwide, in Sudafrica. Il nome è un omaggio a Siya Kolisi e a sua madre, Phakama: "Siyaphakama" significa "Stiamo crescendo". Il progetto offre un programma su misura in sei scuole elementari di Zwide - e si concentra su supporto scolastico, educazione fisica, alimentazione e competenze utili nella vita quotidiana, oltre alla ristrutturazione degli impianti di ogni scuola. Questo offre ai bambini e ai giovani la possibilità di spezzare il ciclo della povertà.
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso. Developing leadership and environmental awareness through sport
ENABLING LEADERSHIPadidas and Common Goal are supporting the international organisation Enabling Leadership to deliver the Play for the Planet project in the Dharwad District and surrounding communities in Karnataka, India.
Launched in 2011, the initiative uses football-based learning to develop life skills, leadership and environmental awareness among children. By combining sport, education and community engagement, this popular programme demonstrably strengthens confidence, teamwork and responsibility.
INFORMAZIONI CHIAVELuogo:DHARWAD REGION, INDIA
MOVE FOR THE PLANET, ANNO:2024
sport focus:FOOTBALL
impact areas:CLIMATE ADAPTED SPORTS INFRASTRUCTURE RESTORED IN 6 RURAL SCHOOLS, PAIRED WITH LEADERSHIP & ENVIRONMENTAL EDUCATION
THE CHALLENGEIn India, many children are enrolled in government schools where the opportunities to develop life skills and learn about environmental issues are limited.
As part of the project, climate-adapted sports infrastructure was restored in six rural schools, paired with leadership and environmental education. These improvements help schools and local communities adapt to changing climate conditions such as heavy rainfall, erosion and extended dry periods.
INFRASTRUCTURE TRANSFORMATIONAs an example, at GHS Kalakeri – a co-educational school serving for grades 8 to 10 – work is underway to level the large playing fields at the front of the campus. The initial phase involves flattening and compacting the soil to create a surface that can withstand heavy rainfall and channel excess water into a nearby lake serving the local village.
Surrounding the field, the planting of saplings represents a longer-term initiative. These trees will provide shade and shelter over time, as well as help prevent soil erosion. Students at the school are actively involved in caring for the saplings, ensuring they grow into healthy, mature trees. This tree-planting effort supports multiple objectives: it enhances the local ecosystem, strengthens climate resilience, and creates a more sustainable environment for the school and the wider community.
Moreover, at DPEP Mugad, located 45 minutes from GHS Kalakeri, the playground, field and landscaping work has been completed, and the school and wider community are already benefiting from the improvements.
EDUCATION AND EMPOWERMENTAlongside infrastructure upgrades, students learn about waste management, recycling and sustainable resource use. A strong focus on gender inclusion ensures that girls and boys participate equally, fostering leadership and empowerment through mixed sports activities.
adidas and Common Goal will continue to support Enabling Leadership and the Play for the Planet initiative in 2026 - with a focus on developing climate–adapted infrastructure for rural schools and providing environmental education alongside sports activities.
CAMBIARE LA VITA DELLE PERSONE ATTRAVERSO LO SPORTDalle partnership locali al volontariato dei nostri dipendenti, scopri come stiamo abbattendo le barriere attraverso lo sport. Leggi le storie delle persone e delle organizzazioni che ci stanno aiutando nel nostro percorso.Scopri di più 
