Establishing a grassroots CSR platform

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three sporty kids smiling
three sporty kids smiling

Opportunity

adidas introduced a global CSR initiative to champion equality in sports. Our opportunity was to translate this into a platform for football that could attract and engage a Gen Z audience mistrusting of brands that "corporatize" good causes. It had to be credible in its purpose and authentic in its delivery.

three more kids smiling
3 more kids smiling
girls playing football
girls playing football

Approach

tms saw this less as a brand initiative and more like a social movement — a grassroots program that was born within grassroot communities. We established the “adidas Football Collective,” a platform in which Gen Z had control, spirited with positive rebellion to upset the status quo. The program had its eyes and ears in the communities, seeing the problems that truly impacted equality in football and the ability to differentiate superficial symptoms from the deep-rooted causes.

3 people smiling
3 people smiling
group of people laughing
group of people laughing

Outcome

adidas Football Collective has grown to become a unique sub-brand within the adidas brand architecture – collaborating across adidas’ global football infrastructure, catalyzing grassroot community efforts. It works with some of the world’s leading professional and local grass root clubs and partners with UEFA and charities like Common Goal. It has its own fashion line sold across adidas retail and inspired ground-breaking activations. 

4 kids smiling
4 kids smiling