On November 5, Adidas announced that they will lead a nationwide initiative for any high school that wants to change its mascot name and identity from potentially offensive Native American imagery. Out of 27,000 U.S. high schools, 2,000 use names that could be harmful to tribal communities, Adidas claims.
Adidas will offer the services of its design team as well as financial support to any school that desires to switch up its mascot to something that students of all races can be proud of.
The Adidas Group, which was in attendance at this year's White House Tribal Nations Conference in Washington, D.C., will also join a coalition to study Native imagery in sports and find solutions to the ongoing problem.
"High school social identities are central to the lives of young athletes, so it's important to create a climate that feels open to everyone who wants to compete," Mark King, president of Adidas Group North America, said in a statement. "But the issue is much bigger. These social identities affect the whole student body and, really, entire communities. In many cities across our nation, the high school and its sports teams take center stage in the community and the mascot and team names become an everyday rallying cry."
If your high school is interested in making a change, send an email to firstname.lastname@example.org.
It's awesome to see such a huge force in activewear take a strong stance against discrimination in sports!