adidas introduces the adidas Football Collective, a new movement and unique cooperative of individuals, clubs and communities – starting in London, Paris, Berlin, New York, LA and Tokyo – united by the belief that through football, a positive change can be created. Building on its own history of utilising the power of sport to change lives, and bringing together its past, current and future initiative, adidas have committed to continue to work together with local trailblazers to help evolve and develop city-specific initiatives under the adidas Football Collective badge.
Through bringing together similar local community initiatives already underway under the adidas Football Collective badge, adidas is also working to identify individuals, organisations, and club partners in cities around the world, to collaborate with and continue to provide more access to sport and positively impact communities. These hyper-local projects, supported in a variety of ways by adidas – from pitches, to product to people – will be introduced through the remainder of 2020, and continue beyond.
Commenting on the creation of the adidas Football Collective, adidas Global Football General Manager Nick Craggs said, “At adidas we believe in the power sport has to change lives. During the challenges of 2020, we saw more than ever, football become an essential lifeline in keeping our communities connected. The essence of adidas Football Collective is simple, make the sport we love accessible to everyone who wants to play. For us, the adidas Football Collective is our commitment to supporting the teams, initiatives and projects that are using our sport to make positive change. It is our mark of respect and gratitude for the resilience and creativity of this community now, and in the future.”
The new movement begins with a short film shining a spotlight on some of the trailblazers at the forefront of change in the football community. This includes Hamed Karamoko from RDR switch – a street football team from Northern Paris using football as a tool to united communities – and Fati Rouina from Cacahuete Sluts in Paris who are actively engaged in the democratization for female football and promote diversity and inclusion for all in the game in their local communities.
Also featured, are individuals and collectives who have benefitted from the adidas cages initiatives, who since 2017 have had access to full refurbished cage pitches in Broadwater Farm and Vauxhall Pleasure Gardens. Icon of the game and vocal champion of the next-generation, Jürgen Klopp also lends his voice to lay out the adidas Football Collective ambition.
Speaking about the project, Jürgen Klopp comments, “Now more than ever, there is a need for our community to utilise the power of the game to help drive positive change within football and as a tool outside of it. I’m proud to be part of the adidas Football Collective, and although of course, it’s not the answer, I hope together we can help clear the way for the next generation of player, whoever they are, wish to be or where they come from.”
adidas is also launching a specially created, dedicated digital hub designed to keep the global football community updated with local initiatives and ways they can get involved here.