Mumbai: Driven by the belief that sport has the power to change lives, sportswear company adidas announced support for those women athletes who are breaking down barriers and driving gender equity, on and off the field of play, with the announcement of ‘its biggest ever commitment to women.’

This sports season will see the brand launch major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programs, the sportswear manufacturer said in a statement. It has accelerated its mission to create ‘real, lasting change for women in sport, powered by the attitude of - Impossible Is Nothing,' the brand said.

While this campaign will globally be launched with a film series featuring a diverse portfolio of eminent women from sport, fitness, and lifestyle, the Indian campaign will see the likes of Deepika Padukone, Mirabai Chanu, Lovlina Borgohain and a host of other inspiring women. Joining forces with them, the brand will continue to push for real, lasting change by making the sport more accessible and inclusive for all women in India, according to adidas.

“Impossible Is Nothing isn’t just a campaign – it’s our brand attitude; the essence of who we are and what we stand for," said brand adidas India senior director Sunil Gupta, speaking on the launch. "In 2022 we reaffirm our commitment to women. And as part of this commitment, this season’s Impossible Is Nothing campaign is led by the stories of women who have made their impossible possible, with the aim of inspiring others to do the same under the “I’m Possible” message. adidas will continue to be their ally, committed to serving them through innovation in our products and partnerships.”

The commitment, launched alongside the latest chapter in the brand’s 'Impossible Is Nothing' campaign, sees key focus areas such as major investment in women-focused product innovation to recognise and meet the specific needs of women in sport. For instance, in December, the brand introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends.

The brand said it will continue to support women by encouraging them to create new possibilities through powerful messaging from their women athlete partnerships which include - Mirabai Chanu, Lovlina Borgohain and Hima Das, who will use the voice of their experiences to inspire women everywhere to build a future in sports.