【3/8 JFA Women's Football Day】Purpose for adidas to launch the “HER TEAM” Project #football

Mon, 09 Mar 2020 14:54:44 +0900

With hopes of realising a society where women can truly shine, JFA has established 8 March as "JFA Women's Football Day." Here we have conducted an interview with Ms. SHICHITA Kayo from Japan National football team's official supplier, adidas Japan K.K., about "HER TEAM," a project that supports start-up teams at the junior high school girls’ category (U-15).

――Starting on 8 March, adidas Japan K.K. has launched the "HER TEAM" project, a project that supports start-up teams at the junior high school girls’ category.

Shichita　Here at adidas, providing support to environments where women can continue to play sports is part of our brand’s purpose. Even at a global standpoint, the rate of women continuing to participate in sporting activities are much lower than men, especially during their teens. Since 2018, we have been conducting activities that will allow women to continue to play sports. With 2020 being a year where the sporting events surrounding Japan and Tokyo will be under the global spotlight, we have decided to launch the project at this timing in Japan, and we have chosen women’s football as our first target.

――What do you think are the problems surrounding women’s football in Japan?

Shichita　After conducting research of other sports, we have found out that there are simply not enough coaches, and that there are eminent disparities in environments and wages compared to men’s sports. In case of women’s football, it was notable that there are fewer teams compared to other sports, limited training fields, and not enough teams for the junior high school category. For instance, there are plenty of school teams for volleyball and basketball, and enough coaches to look after the teams. The fact that there are not enough teams for women’s football is a persistent issue and we hope to make a step forward to improve the current situation.

――Tell us more about the “HER TEAM” project.

Shichita　When looking at the numbers, there are 201 teams specifically targeting junior high school girls’ category. That number is merely three percent of the total number of boys’ team in the same age category. However, it is unfeasible for us to manage the teams, so this project aims to support start-up teams to get through the launching process as smoothly as possible. Considering the needs of a start-up team, and what we can provide for these teams, we have decided to provide team jerseys for the first year, promotional tools to seek new recruits, and football clinics. We hope to see many teams getting launched through this project, provide more reasons for girls to continue to play football, and ultimately help promote and develop women’s football in Japan.

――What is the purpose of adidas to be involved in this project?

Shichita　Of course, we hope to see more people liking and using our products, but our primary purpose is based on our principle as a global sports brand. Through this project, we hope to create more opportunities for girls to be involved in sports and gain positive experiences. The core belief of adidas states, “Through Sport, We Have The Power To Change Lives.” We hope to exemplify the brand’s core belief through this project.

――JFA has established 8 March as "JFA Women's Football Day." What are your thoughts on their decision?

Shichita　By collaborating with the International Women's Day, which is a globally well known date, it makes it easier for us to work with other companies and draw the general public’s attention towards women’s football. It also provides a key date to target and think about women’s football each year.

――What are your expectations for women’s football in Japan and how will you be involved in it?

Shichita　As top athletes and female representatives, I hope the Nadeshiko Japan (Japan Women’s National Team) will become an icon that can provide energy, courage, and self-esteem, not limited to female athletes, but for the whole society. I want them to become a beloved team more than ever and play a major role in the promotion and development of women’s football. adidas will continue to support the Nadeshiko Japan.

For more information on the project, please vist the official website of"HER TEAM" project (Japanese website)

▼For more information on the "JFA Women's Football Day" projects and events, please visit the follwoing website.