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Adidas Launches Unprecedented Girls Football Program In Partnership With PFAM

In line with the brand’s ongoing commitment to the community and inclusivity in sports, adidas Malaysia announces an exciting partnership with Professional Footballers Association Malaysia (PFAM) to launch the adidas Malaysia Girls Football Program (AMGFP). Creating equal opportunities for local youth female football talent, each participant will be inspired to shed external pressures and connect with their love of the game, supported by adidas. The program launched in the heart of Kuala Lumpur with surprise attendance by legend of the pitch and adidas ambassador; David Beckham.


Designed to empower her game, the adidas Malaysia Girls Football Program (AMGFP) is driven by adidas’ pioneering spirit and commitment to give back to the athlete. The AMGFP is brought to life in partnership with PFAM and their equally extensive expertise and unwavering commitment to the local football community. Spanning an entire year each session will be tailored for girls between the ages of 9-14 years old.


“adidas has always remained committed to elevating the athletes’ game and what better way to do so than to nurture the youth of the country. With the adidas Malaysia Girls Football Program, the brand will cultivate a platform where young girls; our future football legends, can thrive, develop their skills, and be part of a community that celebrates their love for football,” expressed Sharmin Photographer, Country Manager of adidas Malaysia. “At adidas, we believe in the power of sport to change lives and we are extremely proud to champion this transformative program.”

The partnership also underscores adidas’ ongoing commitment to promoting inclusivity in sport – a vision shared by PFAM as the organisation leading the charge to uplift and develop local professional and aspiring women footballers at the grassroots level.

“This partnership with adidas is a game-changer for our community,” expressed Izham Ismail, Chief Executive Officer, Professional Footballers Association of Malaysia (PFAM). “PFAM has always aspired to cultivate a conducive environment for our existing as well as budding women footballers. We’re sure that with adidas’ support we will succeed in shaping even more resilient and skilled future footballers ready to score on and off the pitch.”

The AMGFP also marks a milestone in Malaysian sports development as the first time a major sportswear brand has powered a local grassroots organisation to amplify such an extensive program for the development of girls in football. Embodying more than the tactical, the program is a celebration of passion, skill, and the indomitable spirit of football.

Commencing March 2024, the AMGFP will be activated on a quarterly basis. On top of professional guidance by experienced coaches, participants will also have the opportunity to gain exclusive insights from local female professional footballers. Malaysia Women’s National Football Team Captain; Steffi Sarge Kaur, is one such professional who is lending herself to this incredible initiative and supporting the program through her guidance. Each participant will also have access to adidas training gear and equipment to ensure they are equipped for the game ahead.


The launch event kicked off on 1st February 2024 at Royal Selangor Club, Bukit Kiara attended by VIPs including Sharmin Photographer, Country Manager of adidas Malaysia, Izham Ismail, Chief Executive Officer of the Professional Football Association of Malaysia (PFAM), national footballers Steffi Sidhu and Safee Sali, media, AMGFP Coaches as well as participants from SMK Section 11 Shah Alam.


Beginning with an official launch and press conference with Sharmin Photographer, Izham Ismail and Steffi Sidhu, attendees gained insights on:

  • adidas’ views on the significance of grassroot initiatives such as AMGFP to develop local, female participation in football;
  • The status of the current landscape of women’s football in Malaysia and ongoing initiatives to develop women’s football in the country;
  • First hand insight from a professional women footballer on their experience challenging stereotypes and breaking barriers in a male-dominated sport.


The launch of this unprecedented initiative ended on a high note with no other than David Beckham himself hitting the pitch for an exclusive sharing session for the participants from SMK Section 11 Shah Alam. Providing an extraordinary chance for each participant to receive first-hand exposure to what it takes to become a football legend. The session illustrated the impact of sport in shaping one’s journey, inspiring the nation’s future icons of the pitch.

For further news on the adidas Malaysia Girls Football Program, keep an eye on @adidasMY and @pfamalaysia.

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