EMPOWERING GIRLS THROUGH FOOTBALL IN JAPAN
Football has the power to build confidence, create connections, and unlock potential. Yet in Japan, one in five girls stops playing football by the age of 13, often because there are limited opportunities to continue the sport during their junior high school years.
To help change that, adidas Japan and the Japan Football Association (JFA) launched Her Team - an initiative dedicated to creating more opportunities for girls to play, grow, and belong in football.
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Creating opportunities to playAt the heart of Her Team is a commitment to helping more girls stay connected to the game they love.
The initiative's core objective is to support the establishment and growth of girls' football teams across Japan, helping U-15 players continue playing during a critical stage when many leave the game due to limited opportunities at the junior high school level.
To achieve this, Her Team provides practical resources, including team kits, recruitment support, and access to football development opportunities. By helping new teams get off the ground and existing teams thrive, Her Team is working to remove barriers that prevent girls from continuing their football journey.
Building a community through footballHer Team is about more than just teams - it's about belonging.
In addition to supporting girls' teams, Her Team provides community activations and football clinics designed to make football more accessible, welcoming, and inclusive for girls across Japan.
Through these experiences, and through the annual Her Team Cup, girls from across the country come together to play, learn, and connect. As a participation-focused football event, the Her Team Cup helps girls build confidence, develop friendships, and continue their football journey in a supportive environment.
Together, these initiatives create a welcoming space where participants can experience the joy of the game while becoming part of a wider football community.
Inspiring the next generationRepresentation matters.
Through the Her Team Cup, participants have the opportunity to meet former Japan Women's National Team players and other role models from the women's game. By sharing their stories, experiences, and challenges, these football pioneers help inspire the next generation to dream bigger and see new possibilities for their future in the sport.
For many girls, these interactions provide a rare chance to learn directly from women who have successfully paved their own path in football.
Driving long-term impactSince launching in 2020, Her Team has helped establish and support 102 girls' football teams across Japan, creating more opportunities for girls to play, develop their skills, and stay involved in football within their local communities.
Together with JFA, adidas is helping ensure that more girls have the opportunity to stay in the game, build confidence through sport, and shape their future through football.