Adidas historically only engaged with elite players, when it came to youth football. However this approach was increasingly seeing them lose relevance with a broader audience.

Speaking to young players & youth teams across Europe, we discovered that Football is so much more than a game. Youth Football, we found, was a powerful force for social good. It helped heal divides, bring communities together & improve mental wellbeing.

We helped to launch Adidas’ Football Collective & defined its brand purpose as ‘We level the playing field for all players’. The initiative helped to broaden the appeal of the Adidas brand amongst younger players, whilst also doing social good for local communities.