# Equal Pay Initiative Campaigns adidas Works with Lean In With the #20PercentCounts Campaign By Amy Duong | Published 2018-04-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/20percentcounts References: [highsnobiety](https://www.highsnobiety.com/p/adidas-equal-pay-day/) & [footwearnews](http://footwearnews.com/2018/focus/news/2018-equal-pay-day-adidas-lean-in-campaign-1202547857/) Today is Equal Pay day, initiating sportswear giant [adidas](https://www.trendhunter.com/trends/sports-statues) to work alongside Lean In with its collaborative #20PercentCounts campaign. The project is put in place to raise awareness of the pay gap that exists, as women are paid 20% less than men on average within the United States. The company expresses its passion in committing towards [equal pay for all](https://www.trendhunter.com/trends/cocoamitment-campaign) of its men and women employees. adidas works with Lean In and creates a [collaborative t-shirt](https://www.trendhunter.com/trends/willy-chavarria-2) and shopping bag. The pieces are a tactile reminder of the difficulty women face within the workplace and the gap they have to bridge to achieve equality. The t-shirt is all white and has a graphic that reads "Equal Pay Counts" on the left side of the chest, and a graphic on the back that reads "#20PercentCounts," as well as branding details from both adidas and Lean In. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 4% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What Makes This Trend Stand Out - **Equal Pay Campaigns:** Opportunity to develop campaigns and initiatives that raise awareness of the gender pay gap and advocate for equal pay for all employees. - **Collaborative Activism:** Opportunity to collaborate with organizations and brands to address social issues and create impactful change. - **Tactile Messaging:** Opportunity to use tangible products, such as t-shirts and shopping bags, to convey powerful messages and spark conversations. ### Sectors Adopting This - **Sportswear:** Opportunity for sportswear brands to take a stand on social issues and make a positive impact. - **Retail:** Opportunity for retailers to partner with advocacy organizations to create products that drive awareness and support for important causes. - **Marketing and Advertising:** Opportunity for marketing and advertising professionals to develop compelling campaigns that address social and gender equality issues. ## Related on Trend Hunter - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Branded Female Athlete Campaigns](https://www.trendhunter.com/trends/bracket-gap-challenge.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Empowerment-Focused Holiday Campaigns](https://www.trendhunter.com/trends/olivela.md) - [Empowering Female Apparel Initiatives](https://www.trendhunter.com/trends/empowering-female-apparel-initiatives.md) - [Uplifting Team-Backed Collections](https://www.trendhunter.com/trends/miami-heat.md) - [3D-Scanned Sports Statues](https://www.trendhunter.com/trends/sports-statues.md) - [Trans-Inclusive Soccer Facilities](https://www.trendhunter.com/trends/pitch-please.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md)