Schools committed to making the shift will also receive financial assistance from the company, ensuring the change does not interfere with often tight educational budgets. There are more than 27,000 public high schools in the U.S., with approximately 2,000 of those schools still using names or mascots that appropriate indigenous identity, according to advocacy group Change The Mascot. These teams have come under increased pressure in recent years to drop appropriative symbolism from their team identities, with about a dozen schools changing their mascots over the past two years.
Too many high school sports teams are taking the field in jerseys boasting Native American mascots — and Adidas wants it to stop.
The athletic wear company announced Thursday that it is leading a “nationwide voluntary initiative for high schools who want to change mascot names and identities.”
The company is offering to help U.S. high schools design new mascots and logos to go along with more inclusive, non-appropriative names. Schools committed to making the shift will also receive financial assistance from the company, ensuring the change does not interfere with often tight educational budgets.
“Sports must be inclusive,” Eric Liedtke, Adidas Group executive board member, said in the release. “Today we are harnessing the influence of sports in our culture to lead change for our communities. Adidas is proud to provide a pathway for high schools and communities who want to create new identities.” Read more…