The project closest to my heart!
adidas partnered with UEFA Champions League to design their official match ball.
A great story for the brand, yes. But at a time when the world was at the mercy of COVID and all football was cancelled; this partnership needed to have a more meaningful impact.
Grassroots is not only where the stars of tomorrow are made; grassroots clubs are support systems for their local communities. COVID-19 put grassroots football under threat. Stats showed that 60% of European Grassroots Clubs were not going to survive post-COVID lockdowns. So I stepped in with a solution that would give the adidas and UCL Partnership true meaning for years to come.
The grassroots support programme is a funding initiative and 3-year commitment to empower grassroots teams all over Europe.
Year 1 provided €300,000 worth of support to over 100 grassroots teams.
To launch the programme, we commissioned COPA90 to film the story of 3 teams who use football to do life-changing work in their communities. Their causes were empowered via extra support from the programme, and the film acted as an invitation to grassroots teams all over Europe to apply for €1,000 packages which were given to 100 teams.
Our 12-day shoot across Europe with our 3 grassroots teams allowed us to get under the skin of the highs and lows of football communities and the vital work they do to change lives for the better. A story fronted and amplified by adidas Football ambassador Jürgen Klopp.
adidas partnered with UEFA Champions League to design their official match ball.
A great story for the brand, yes. But at a time when the world was at the mercy of COVID and all football was cancelled; this partnership needed to have a more meaningful impact.
Grassroots is not only where the stars of tomorrow are made; grassroots clubs are support systems for their local communities. COVID-19 put grassroots football under threat. Stats showed that 60% of European Grassroots Clubs were not going to survive post-COVID lockdowns. So I stepped in with a solution that would give the adidas and UCL Partnership true meaning for years to come.
The grassroots support programme is a funding initiative and 3-year commitment to empower grassroots teams all over Europe.
Year 1 provided €300,000 worth of support to over 100 grassroots teams.
To launch the programme, we commissioned COPA90 to film the story of 3 teams who use football to do life-changing work in their communities. Their causes were empowered via extra support from the programme, and the film acted as an invitation to grassroots teams all over Europe to apply for €1,000 packages which were given to 100 teams.
Our 12-day shoot across Europe with our 3 grassroots teams allowed us to get under the skin of the highs and lows of football communities and the vital work they do to change lives for the better. A story fronted and amplified by adidas Football ambassador Jürgen Klopp.
The campaign was aimed at maximising the awareness of the support available through the programme, ultimately driving applications for the €1,000 via the adidas app. 12 pieces of content were featured on adidas, UEFA and COPA90 social channels, with the backing of player and influencer channels which ensured the support reached those who needed it most.
Total Views: 2.6m
Total Impressions: 4.3m
Total Engagements: 41.2k
Total Impressions: 4.3m
Total Engagements: 41.2k
Year 1 provided €300,000 worth of support:
Package 1 provided €64,000 to three grassroots teams, selected for the amazing work they do to combat societal issues in their communities.
Package 2 provided €1,000 to 100 European teams
Package 3 provided €150,000 to refurbish a community pitch in the UCL host city
The film:
The documentary puts the 3 chosen teams in the spotlight, inspiring every European football fan with their incredible stories. Champions Ohne Grenzen E.V. provide a sense of family for refugees in Germany, Dragones De Lavapiés inspire the youth in Madrid to cultivate close friendships in a safe space away from the threat of gangs, and Yemstars empower London-based females to embrace their place in the sport, boosting their confidence and sense of self-worth. Each of these teams is proud to be celebrating a game that is open to all.”
Grassroots teams could apply for funding packages via the
adidas Website and App
