IT'S TIME TO TALK. PERIOD.

The topic of menstruation in sports is a major taboo - and adidas is here to change that.

With the help of three adidas athletes and the Well HQ, the adidas Breaking Barriers Project developed a brand new Breaking Barriers Academy course, It’s Time to Talk. Period: Advancing Menstrual Awareness in Sport, designed to break the biases around periods, and encourage conversation.

We did this to provide Gen Z sports fans, athletes, and coaches an opportunity to upskill themselves and get inspired to advocate for period awareness and gender equity in sports.

The course covers essential topics, including understanding the menstrual cycle, how to track your cycle, breaking biases, creating safer sports environments, and examining how different sports and cultures tackle menstruation. It also helps understand how to build healthy coach-athlete relationships and includes a test to evaluate their knowledge. By fostering awareness and education, this course helps people take an active step towards eliminating barriers faced in sports due to menstruation and supports our ambition to make sports equal for all.

As a core extension of the Breaking Barriers Academy, my role on this project was to oversee the Creative Direction, course concept and content strategy, and video direction to ensure that the course met our strategic objectives and maintained look and feel of the overarching project creative communications.