Tokyo Olympic silver medallist Mirabhai Chanu to be the face of Adidas' "Stay in Play" campaign

By: WE Staff | Wednesday, 25 August 2021

Adidas said on Wednesday that Tokyo Olympic silver medallist Mirabai Chanu will be the face of their "Stay in Play" campaign, which is meant to retain more menstrual women in sports.

Adidas said in a statement that the new TechFit Period Proof tights have an absorbent layer that helps prevent against leaks when worn with a tampon or pad.

Adidas' dedication to encouraging and supporting women in sport is exemplified by such initiatives. Teenage girls are dropping out of sports at an alarming rate, according to Adidas, with one of the main reasons being a fear of period leaking.

Using these data, the company set out to produce a device that "helps athletes stay in sport throughout their cycle by providing an extra layer of protection," according to the company.

Adidas stated that the voyage took over two years to construct and that each part of the journey was subjected to rigorous testing.

It is our goal to revolutionise our product offering and services to better suit the demands of our diverse women population, said Sunil Gupta, Senior Director, Brand Adidas, India. Our goal with this product is to keep women in sports by empowering them to train during their periods.

Mirabai Chanu stated, "I am thrilled to see the products which will help girls break barriers and be in action." My desire to stay in the game no matter what has always been my first objective.

From August 15, 2021, the collection will be available in India at select Adidas stores and on the company's website.

Saikhom Mirabai Chanu is a weightlifter from India. She won a silver medal in the Women's 49 kg event at the 2020 Tokyo Olympics. Mirabai Chanu has won many World Championships and Commonwealth Games medals. The Indian government honoured her with the Padma Shri award for her contributions to sports. In 2018, the Government of India presented her with the Major Dhyan Chand Khel Ratna award.