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Marketing and Sponsorship

Adidas Creates New Line Of Football Cleats Designed Specifically For Women

Adidas has "created new versions of its premium football boot range explicitly for female athletes as part of the brand's continued push to speak to more women," according to Tony Connelly of THE DRUM. The adidas Ace and X boots have been "engineered to specifically fit the female foot with a unique combination of shape, design and traction." As part of the creative process, adidas "worked with numerous female athletes," including U.S. captain and World Cup winner Becky Sauerbrunn, "to gain key insights into the unique shape of the female foot." The results showed that women's feet "typically have a lower in-step and narrower foot bend, which meant creating new outsole tooling." In addition, "both boots have shorter and smaller studs, as well as unique stud positioning." Players such as Sauerbrunn and her int'l teammate, Morgan Brian, will wear the new Ace boot. The X version "will be worn by the likes of" Chicago Red Stars midfielder Danielle Colaprico as well as Portland Thorns players Lindsey Horan and Emily Sonnett. The creation of the new female specific line "illustrates how brands are beginning to take note of the marketing opportunities around women's sport, something which the 'This Girl Can' campaign has championed." Another brand which has "continued to increase" its female-centric marketing is Under Armour which, "earlier this summer," signed Chelsea footballer and England int'l Eniola Aluko as its first U.K. brand ambassador (THE DRUM, 11/30).

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