In a significant boost for female basketball across the Americas, the sports equipment firm and FIBA unveiled a new chapter in their joint commitment to gender equity and youth retention, with the launch of the Women in Basketball #KeepPlaying 2025 initiative.

As part of their long-standing alliance, the global basketball equipment giant and FIBA’s oldest global partner are doubling down on efforts to find a solution to youth dropout rates and increase female leadership across the region. The new campaign builds upon Molten’s four-year investment in the Local Female Champions programme, which has highlighted grassroots trailblazers advancing female participation in basketball.

This summer, Molten expanded the #KeepPlaying campaign with a global reach, rolling out a series of events in Europe, Asia and the Americas. The most recent stop brought the initiative to Chile, coinciding with the FIBA Women’s AmeriCup 2025 and the Adelante 3.0 programme, a joint FIBA Americas effort aimed at identifying, inspiring, and equipping the next generation of women leaders in sport.

Read more at: https://www.insidethegames.biz/articles/1154362/fiba-and-molten-tackle-youth-dropout