Global – A recent survey by Adidas has found that 51% of women are afraid of being physically attacked when they go for a run compared to 28% of men. To create awareness of this statistic, the sportswear brand made a film, The Ridiculous Run, showing the absurd lengths to which women have to go to feel safe while out for a jog.
The brand surveyed 9,000 runners across nine countries in order to understand men’s and women’s experiences and perceptions of safety while out on a run. The survey also revealed that 38% of women have experienced physical or verbal harassment and, of these, 56% have received unwanted attention or sexist comments.
The research indicates the need for a shift in attitude, but also action to create a safe environment – physically and mentally – for women to run. The study also revealed that while 62% of men recognise the issue, only 18% believe they have a responsibility to help women feel safe.
Adidas’ commercial illustrates the steps the brand is taking to address the issue and takes our report on Safety Fits one step further, showcasing how brands can offer support to vulnerable groups.
Consumers will reward with loyalty those brands that boldly address social issues