According to sports psychology, being uncomfortable in their gear can distract athletes and create a boundary that’ll hold them back.

Generation No Gender is a new direction for Adidas, where gender is removed from every aspect of the brand, both online and in the Adidas stores.

Adidas creates a welcoming and accepting environment to accommodate people who identify as gender non-conforming. Sparking an important conversation, Adidas challenges the way we perceive gender, raising the bar for how sportswear is moving forward.