adidas is on a mission to make high-quality soccer pitches more available to female-identifying and non-binary players with its new 'Pitch, Please' campaign.
For female-identifying and non-binary players, access to a pitch is one of the first barriers to playing soccer (football) in the U.K. To rectify this, adidas has launched a new campaign called Pitch, Please, which aims to provide regular access to pitch space across London. This includes setting up an all-new booking system, as well as an inclusive infrastructure. How it works is that players will be able to request a session through a WhatsApp booking service and spaces will be made available for adidas’ partner Fulham FC. As the General Manager & SVP for adidas Northern Europe Kathryn Swarbrick explains, "Throughout UEFA Women’s EURO 2022, thousands of women, girls, and non-binary people will be watching their heroes and will be inspired to play, but the significant lack of pitch access is a huge barrier in making this a reality... we must collectively combat to make sure a generational opportunity to welcome women, girls and non-binary people into the sport is not lost."
Trans-Inclusive Soccer Facilities
The 'Pitch, Please' Campaign Aims to Make Soccer More Inclusive
Trend Themes
1. Inclusive Facilities - Opportunity for companies to create inclusive facilities for underrepresented groups in sports, providing access to traditionally exclusive spaces.
2. Whatsapp Booking Services - Opportunity for businesses to utilize WhatsApp as a user-friendly platform for booking services, enhancing accessibility and convenience for customers.
3. Partnering with Communities - Opportunity for brands to partner with local sports communities to create mutually beneficial initiatives that improve access to sports facilities and increase brand loyalty.
Industry Implications
1. Sporting Goods - Sporting goods companies can invest in creating inclusive facilities and booking systems that cater to underrepresented groups in sports.
2. Technology - Technology companies can create innovative booking platforms that enhance accessibility and convenience, such as using WhatsApp booking services.
3. Hospitality - Hospitality companies can partner with local sports communities to provide access to sports facilities for guests, creating a unique and attractive experience for travelers.