FAIR GAME STARTS WITH EQUAL OPPORTUNITIES
To mark International Women's Rights Day 2025, we're teaming up with the Alice Milliat Association for a committed campaign around the theme.
“FAIR GAME STARTS WITH EQUAL OPPORTUNITIES.
The aim? To highlight persistent inequalities in sport, while conveying a message of union, unity and hope.
“Play for Change” becomes the motto of this initiative, affirming the need to break down barriers and redefine the rules of the game.
ALKÉ thus reaffirms its commitment to women's sport with an exclusive collection dedicated to this day.
Inspired by the resilience and determination of athletes, this collection embodies the fundamental values of this campaign: equality, strength, resilience, determination, courage and inclusion.
A committed and symbolic collection
To mark March 8, we're unveiling a collection of two jerseys and two tote bags with powerful messages.
Two jerseys (one white and one black) and strong icons to flock on them: a sportswoman on her knees or in the air, carrying / lifting a huge ball symbolizing the weight of inequalities in sport.
On the back, the inscription “FAIR GAME, EQUAL OPPORTUNITIES” underlines the need for equitable access to sporting opportunities.
Two tote bags (beige and black) featuring the same icons and slogan, to show your support for this cause on a daily basis.
For a playful touch, the icons can be chosen from a range of designs, in different shapes and sizes, and affixed to the different pieces as desired.
A committed alliance with the Alice Milliat Association
This campaign takes on its full meaning alongside the Alice Milliat Association, which has been working since 2015 for a more inclusive, safer and truly egalitarian sport.
In line with the fight led over 100 years ago by Alice Milliat, a pioneer of women's sport, we are continuing our commitment.
Right from our very first collection in 2019, we paid tribute to her, and today several of our products still proudly bear her name.
The AMA defends gender equality in sport, promotes better representation of athletes, coaches and managers, promotes diversity and fights against all forms of discrimination and violence, on and off the field.
Every year, it organizes emblematic events such as the Festival Les Sportives en Lumière, the Challenge Alice Milliat and the Queenʼs Rugby 7 Festival to highlight its actions.
The AMA actively contributes to advancing the place of women in sport, both in France and internationally.
As part of this collaboration, part of the profits from our campaign will be donated to the WADA, to support its initiatives and strengthen its impact in favor of equality in sport.
So, on March 8, 2025, let's get this message across loud and clear: FAIR GAME BEGINS WITH EQUAL OPPORTUNITIES.