Adidas Football Collective

Advancing adidas’ social cache with progressive, creative audiences through a mission to open up the world’s game to everyone, everywhere.

Adidas Football Collective launch film, created by Shaun Savage and the Sunshine team

A manifesto for change. Those who understand community needs powered by world football’s most powerful names.

A name and language system that amplifies local activations into universal causes.

A visual system that places gamechanging grassroots individuals and organisations alongside world football’s most iconic names, and always lets the people at the heart of the story lead.

Video graphics and end cards putting adidas Football Collective’s members in the driving seat of the narrative, with a clear role for brand as the amplifying power.

Needling little more than a ball and a space to play, football should be the one sport that’s accessible to everyone.

But outrageously - whether due to environment, identity or the game’s economic structure - that often isn’t the case.

Following on from our work with City of Angels FC, we worled with adidas to define a new role, name and creative output for the German sporting giant’s global football commuities platform.

Adidas Football Collective was launched in 2020 with a new mission to open up the world’s favourite sport to everyone, everywhere regardless of age, gender, class or color - anything that could keep anyone from playing the game they love.

By establishing a concept that made changemakers members of a Collective rather than recipients of support, we ensured grassroots gamechangers would always have an equal footing in activations and a leading voice in the story.

To this end, we devised visial and messaging sytems that would put every member of the Collective on the same level, whether they’re a local coach or world famous player, Sunday league team or iconic superclub, community center or all-powerful governing body.

And with activations initially focused on six key cities in Europe, Asia and North America, we designed creative guidelines and a social strategy to allow the brand to easily magnify the effect of local action into globally relevant storytelling.

Boots on the ground backed by the game’s biggest names - because football’s power to change lives is what truly makes it a uiversal language.