Real-life Experience in Promoting Gender Equality in Pakistan

Adidas Foundation Visits Joint Initiative “Game on for Equality!”

By Muhammad Ilyas

At the beginning of this year, we had the pleasure of hosting the adidas Foundation in Pakistan! During their visit, they met with the Minister for Elementary & Secondary Education in Khyber Pakhtunkhwa and engaged with students in four government schools, including two dedicated girls' schools, to experience our Sport for Gender Equality sessions firsthand.

In our joint initiative “Game on for Equality,” our S4D coaches have been running sessions in 30 schools (15 for girls), reaching over 10,000 students since September 2024. Through sport, we are fostering gender equality, confidence, and life skills among young learners.

With the support of the adidas Foundation, we are implementing the “Game on for Equality” project in 30 government schools and communities of Khyber Pakhtunkhwa province in Pakistan. The project has a multilayer approach, ranging from the capacity building of the selected government schools, provision of sports equipment, development of model S4D centers as part of the schools, and conducting community-based and school-based play/sports activities with a deep focus on the sensitization of the participants on topics related to gender equality.

During the trip, our colleagues from adidas Foundation had real-life experience and a closer look at the implementation on the ground. They interacted with students who served as participants of Sport for Gender Equality activities and shared their learning from S4GE sessions being conducted at the schools since last year.

Find more pictures from the visit here: Instagram