adidas Works with Lean In With the #20PercentCounts Campaign
Amy Duong — April 12, 2018 — Social Good
References: footwearnews & highsnobiety
Today is Equal Pay day, initiating sportswear giant adidas 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 of its men and women employees. adidas works with Lean In and creates a collaborative t-shirt 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.
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 Themes
1. 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.
2. Collaborative Activism - Opportunity to collaborate with organizations and brands to address social issues and create impactful change.
3. Tactile Messaging - Opportunity to use tangible products, such as t-shirts and shopping bags, to convey powerful messages and spark conversations.
Industry Implications
1. Sportswear - Opportunity for sportswear brands to take a stand on social issues and make a positive impact.
2. Retail - Opportunity for retailers to partner with advocacy organizations to create products that drive awareness and support for important causes.
3. Marketing and Advertising - Opportunity for marketing and advertising professionals to develop compelling campaigns that address social and gender equality issues.
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