Watch Us Move: Empowering Women & Closing the Gender Gap in adidas Running & Training Apps

adidas Runtastic, one of the world’s leading companies in the digital health and fitness space, recently launched a new challenge in the adidas Running and adidas Training app as part of the adidas Watch Us Move Campaign.

Zusammenfassung

On March 8, 2021, adidas Runtastic launched the Watch Us Move Challenge in the adidas Running and adidas Training app as part of an initiative to build more representation for women in sport and close the gender gap in the apps.

Details

On March 8, 2021, adidas Runtastic launched the Watch Us Move Challenge in the adidas Running and adidas Training apps. It is part of the Watch Us Move Campaign created by adidas to unite women of every body, every race, and every creed. 

The Watch Us Move Challenge is a collective challenge that calls on women around the world to be active using the adidas Running and adidas Training apps and reach a goal of 300,000 active hours from March 8 – 21. While it is open for all users to participate, the challenge specifically highlights women, encouraging their female communities to join in and work together to build more representation for women in sport. 

“We need to close the gender gap and build more equity in sport,” said Scott Dunlap, CEO and General Manager for adidas Runtastic. “The Council of Europe reports that 45% of men play sports once a week while only 37% of women do. Looking globally at the adidas Running and Training apps, we see a similar gender gap, with women comprising 42% of the adidas Running app and 33% of the adidas Training app. But we also see countries where sport participation is a majority of women, so we know we can improve with the right content and community. Watch Us Move is a powerful initiative to help more women step forward and feel empowered to express themselves through sport.”

There are many reasons why this gender gap exists, and it differs for women around the globe. During this campaign, adidas Runtastic will highlight the stories of women in the adidas Running and Training community on its social media channels. 

Antonella Andriollo, an adidas Runtastic ambassador from Italy, said, “We need to work to build parity between men and women in sports. Unfortunately, women who have to balance family and work with doing sports are seen as avoiding responsibilities. We are made to feel guilty when we go out running and leave our kids at home or chores unfinished—because those things are still seen as our duty as women. I believe that if that mentality changes, everything will be different. Training and taking care of yourself by staying active is so important, and it has such a positive impact on your family and work life.” 

The Watch Us Move Campaign is accompanied by the launch of the new Formotion collection by adidas designed to give all women the freedom of movement. The collection of compression activewear was created by women for women and features sports bras, leggings, tops, tights, and swimwear. 


About adidas Runtastic

adidas Runtastic, founded in 2009, is a leader in the digital health and fitness space. It provides optimized tracking solutions for collecting, managing, and analyzing running and training data, as well as curated content. Since 2015, the Austrian company has been part of the adidas family. With its two apps, adidas Running and adidas Training, adidas Runtastic wants to create the best possible running and training experience for more than 173 million registered users. Users are inspired to lead a more conscious and active lifestyle.

Zitate

We need to close the gender gap and build more equity in sport. The Council of Europe reports that 45% of men play sports once a week while only 37% of women do. Looking globally at the adidas Running and Training apps, we see a similar gender gap, with women comprising 42% of the adidas Running app and 33% of the adidas Training app. But we also see countries where sport participation is a majority of women, so we know we can improve with the right content and community. Watch Us Move is a powerful initiative to help more women step forward and feel empowered to express themselves through sport.
Scott Dunlap, CEO and General Manager of adidas Runtastic

Assets

adidas Runtastic Log ...
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adidas Running Logo
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adidas Training
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adidas Running
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adidas Training
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Graphics

Watch Us Move
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Watch Us Move 1
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Watch Us Move 2
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Watch Us Move 3
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