Adidas has decided to give more power to the role of women in sport with an action on the streets of London over the next few weeks. This Monday (21), a report by gym machine She was in Tower Bridge, in the UK capital, and witnessed the audience’s reaction when they saw the statues honoring the pioneers of the sports world.
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Composition was the German brand’s way of drawing attention to the low profile of women at the current London tribute to historical figures. According to research by Adidas, of all the monuments and statues in the capital, only 4% are women. Men play a leading role in 21% of establishments, while animals are remembered most even (8%).
To try to reduce this disparity, adidas has produced eight 3D figurines made of plastic material recycled from marine agricultural waste. Each one honors a personality from the sports world. The women photographed are Vivian Miedema, an Arsenal footballer. Eniola Aluko, football coach and commentator; Francesca Brown, footballer and CEO of Goals4Girls; Ellie Goldstein, dancer and model; Emily Scarrat, rugby player; Tania Compass, young worker and activist; Asmaa El-Badawy, basketball player, poet and activist. and Sherry Silver, dancer, choreographer and UN advocate.
The event is also an offshoot of the campaign to launch the new collection of sports shirts and bras that adidas launched in early February. The German brand is betting on the release of several models to better adapt to each type of women’s body, in the first-ever action of a sports brand for women’s exercise.
The statues were placed this weekend on Tower Bridge. At the beginning of March, when International Women’s Day is celebrated, they will be relocated to another area of London, at a location the brand has yet to announce.
Check out some of the photos the report took on Monday (21):
Amelia Kensington is a contributor to Mediarunsearch.co.uk, covering a wide range of topics including news, politics, business, technology, sport, entertainment, and lifestyle. She focuses on delivering clear, balanced reporting and useful information that helps readers stay informed about current events and emerging developments. Her work highlights stories that matter to everyday audiences, presenting complex topics in an accessible and engaging way while maintaining a strong commitment to accuracy and relevance.