Billie Jean King and Adidas Team to Smash Barriers
Tennis legend Billie Jean King has teamed with Adidas for a new campaign that champions women in sports as well as a limited-release product.
The new initiative, named Here to Create Change, seeks to encourage young women to stay engaged in sports.
To support the cause, Adidas will release a limited-edition run of its Here to Create Change product lines including the Billie Jean King SpeedFactory shoe, AM4BJK, a modernized version of the blue suede Adidas King famously worn during her match 45 years ago. Adidas also invited guests to the U.S. Open store Aug. 27 to spray their own shoes blue in support of the cause.
The campaign is a response to a recent study that found that girls in New York City are dropping out of sports at 2.4x the rate of boys; that there is only a 5 percent gap between the number of male and female athletes, which rises to 13 percent in high schools, with the most significant decline between the ages of 17 and 18; and that only 29 percent of girls will play sports at all.
The AM4BJK is available now at the Adidas U.S. Open store, select Adidas performance stores and online at Adidas.com.
The U.S. Open takes place in New York City now through Sept. 9.