Adidas makes Mirabai Chanu the face of Adidas' 'Stay in Play' campaign

Adidas announced to make Tokyo 2020 Olympic silver medal winner Mirabai Chanu the face of its 'Stay in Play' campaign. The purpose behind the brand's campaign is to encourage menstruating women to stay in the sport. 

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The renowned German sportswear company Adidas announced to make Tokyo 2020 Olympic silver medal winner Mirabai Chanu the face of its 'Stay in Play' campaign. The purpose behind the brand's campaign is to encourage menstruating women to stay in the sport. 

The company has built this campaign around their new product design, 'TechFit Period Proof' tights. These tights have an absorbent layer to protect against leaks when worn with tampons or sanitary pads. These tights are already available in India since 15 August in selected stores and its website.

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Reportedly, the company has launched this product after two years of rigorous testing at each stage. Such innovations by the brand show their commitment to encourage women in sport. The brand found out that, usually in teenage, the girls back out of sports due to fear of leakage. 

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Senior Director of Adidas India, Sunil Gupta, said that the brand is committing to revolutionize its product offering and cater to the needs of the diverse women community. He further added that their goal is to give confidence to women to train during their cycle.

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Reportedly, When Mirabai Chanu got this opportunity, she said that she is thrilled to see such a product that will help the girls to stay in play by breaking barriers and being in action. After winning the silver medal at the Tokyo Olympics 2020, Mirabai Chanu is getting opportunities to tie up with big brands. So far, she has signed a deal with Domino's India, Amway, and now Adidas. Although, she is associated with Adidas for the last two years.