Breaking Barriers For Women In Sport: Football Is For Everyone
The Breaking Barriers Team used this summer’s men's European Championship in Germany as an opportunity to make it’s case that football is for everyone.
An estimated 1.2 billion people watched the EURO 2024. Almost every country across every continent has a football team, and millions of people play the sport across the world. Football is truly a global sport but is not yet accessible and equal for all.
The FootbALL Cup at the Home of adidas Football Activation was our latest step in tapping the sport’s enormous potential to challenge the status quo and unite communities on the pitch. It was a landmark event showcasing our brand commitment to making sport equal for all.
Preparation for the event
Our preparation for this event started almost a year prior. The activation would take place at the Home of adidas Football in Berlin during the EURO 2024 and bring together local nonprofits, fans, and football players at every level. We wanted to highlight the many facets of Berlin —sport, music, art, and diverse communities — to make this truly a community event. But that also meant that we needed a lot of support. We collaborated across many of our internal adidas teams, working tirelessly with community leaders, organizations, and our Breaking Barriers partners and champions to coordinate a truly inclusive and impactful tournament.
What we wanted to achieve
We put this tournament on to celebrate an equitable and inclusive version of football so everyone can celebrate the joy of the beautiful game. Focusing on the intersectionality of gender, LGBTQIA+, and ethnic minority communities within Berlin, we aimed to show how, together, in alignment with the adidas Breaking Barriers Project mission, we can break barriers for everyone in sport.
By collaborating with local nonprofits, we also spotlighted organizations working to make football more accessible at the grassroots level. It was an opportunity for them to showcase their work, win equipment for their organizations, and generate support from the community.
The Football Cup
On the day of the event, the Home of adidas Football came alive with energy and excitement. The venue, a football pitch set in front of the iconic Reichstag Building in the heart of the city and the largest stage adidas has as a brand, was electric.
"Seeing the local clubs, the teenagers and the kids, walk into the stadium and say ‘wow, we’re playing here,’ that was incredible."
The day featured a range of activities designed to engage participants of all ages and skill levels. Participants had the chance to participate in sports challenges alongside adidas Breaking Barriers Champions Maymi Askari and Thomas Vandal, as well as attend a meet and greet with adidas superstars Lina Magull and Eni Aluko. Attendees could also customize their adidas gear with Breaking Barriers patches, adding a personal touch to the experience, and participate in a collective art project by Berlin-based artist Alieu Sanaweh.
Still, the real highlight was the matches. Seven mixed teams from Champions ohne Grenzen, FSV Hansa 07, Futbolo Girls, Safe-Hub, and Union x Emmy gathered to compete—with teams of men, women, nonbinary players, and people of all religions and backgrounds. The games were a live testament to football’s ability to break down social barriers and unite people through a shared passion.
"Even though the Euro is driven by men and is in an environment that is seen for men by men, we gave everyone the chance to play on a stage that is usually reserved for a certain part of society. Football is democratic, football should be for everyone."
The after party was the perfect conclusion to the day’s activities, with iconic local DJ Natalie Robinson. The inclusive spirit spilled over into the evening, where we reflected on the day’s experiences and celebrated our love of the game.
The day ended in celebration with the winning team - Team FSV Hansa 07 - receiving a surprise announcement that they would be attending the Switzerland vs. Italy game as guests of the adidas Breaking Barriers team the following day; and DJ Nathalie Robinson hosting a dance party on the pitch.
What we learned
We took away several key lessons:
- Sport as a tool for inclusivity: The event confirmed that the global passion for football can be harnessed to foster inclusivity, break down barriers and unite communities.
- Community engagement is key: Collaborating with local nonprofits and community organizations ensured that the event resonated with the local population and addressed real needs.
- Celebrating achievements: The emphasis on celebrating individual and collective achievements through challenges and customized activities reinforced the idea that football is not just about competition but about personal growth and connection.
- A welcoming environment: The event’s success underscored the importance of creating a welcoming and supportive environment for all participants. The approach led to greater engagement and a more inclusive culture.
What’s next?
The Football Cup event in Berlin was a powerful demonstration of football’s ability to unite and inspire. But our work won’t stop there! Our team will continue to work hard to support the Breaking Barriers project with all of our nonprofit partners as we make sports fairer and more equitable place for women and girls.
"You could see it was driving impact, that people were paying attention. Seeing the happy faces of people who joined the tournament makes you realize that this work has a purpose."