Adidas has introduced a new positive movement called the Football Collective.
The Collective includes 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.
Adidas aims to work with local trailblazers to help evolve and develop city-specific initiatives 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 the brand – from pitches, to product to people – will be introduced through the remainder of 2020, and continue beyond.
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 another crew in Paris who are actively engaged in the democratisation 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.
Speaking about the project, Klopp said: “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.
For details, please visit adidas.com/football or follow @adidasfootball on Instagram or twitter.