adidas has teamed up with digital game firm Toca Boca to encourage girls to stay in sports.
The partnership brings adidas products such as sportswear and accessories to Toca Boca’s “digital playground”- Toca Boca World.
As part of the collaboratiom, the pair have created new locations for the game, which are aimed at encouraging girls to explore “sports-inspired storytelling”.
In-app features also include a free outdoor home designer location, premium style packs and limited edition in game gifts.
The collaboration comes as research from the Women’s Sports Foundation finds that by age 14, girls begin dropping out of sports at higher rates than boys.
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Mathilda Engman, co-general manager at Toca Boca said: “Toca Boca World is a space where kids can explore identity without rules or expectations.”
“Alongside adidas, we’re extending that into sport, supporting self-expression and confidence so girls feel empowered to keep playing on their own terms. This collaboration is about helping girls feel comfortable, confident, and inspired to stay active as they grow.”
Thomas Wehner, global head adidas gaming said: “At adidas, we believe sport has the power to build confidence, community and self-expression” said
“By partnering with Toca Boca, we’re connecting with tween girls in a space they love and using creativity and storytelling to help inspire continued participation in sport beyond the screen.”
The collaboration launched worldwide on August 21.
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