To the cry of “Impossible is nothing”, adidas continues to write its history to protect and support all forms and activities that are promoters of inclusion and gender equity. Both on and off the sports field.
The campaign, which carries within itself the desire to break down those social and mental barriers that undermine freedom of expression, today finds its application in a concrete project, destined for the city of Milan, and designed to give citizens back the beauty of living one of the symbolic places in complete safety, the Ravizza park. Starting from February 24, the park will be illuminated from dusk to dawn for a few weeks thanks to the installation of 10 layer towers 8 meters high, with a base of 2.5 x 2.5 meters, which support a total of 250 lighting bodies.
«I am happy with this initiative, intended to metaphorically ignite, in addition to the lights of Parco Ravizza, the attention of public opinion on a serious problem that is no longer tolerable. We are in 2022 and women, in large metropolises, often still cannot leave the house and feel safe in the evening – lets know Martina Riva, Councilor for Sport, Tourism and Youth Policies of the Municipality of Milan. – Considering some recent episodes, unfortunately even in Milan we know something. As administrator I am well aware that active policies help to face the emergency. More law enforcement and more enlightenment are needed and this administration, in fact, is already taking measures in this sense. However, I am equally aware that no active policy will ever be sufficient to eradicate the problem, if we do not change perspective also on the cultural level, because it is not conceivable to transform metropolises into agglomerations of street lamps and police forces. So let’s light ten towers in a park, from dusk to dawn, in the hope that tomorrow we will talk about them and the day after tomorrow as well and, finally, thanks to the attention of public opinion, we can begin to metabolize the concept that this is not possible. keep going, because the Middle Ages are long gone ».
He echoes her Irene Larcher, Senior Director Brand activation adidas who adds: «It is important for a brand like adidas to talk to people through projects that demonstrate our approach. With Impossible is nothinga claim that for years has been a symbol of breaking down those social and mental barriers that prevent us from being free and free to better enjoy our uniqueness, we want to talk about inclusiveness and possibility through a project that allows us to transform a physical space lived only partially, into an active place without limits 24 hours a day ».
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Source: Vanity Fair
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