DESCRIPTION

The brief asked to use the power of sport as a catalyst for change for 17-25 year olds in a key cities around the world. What could adidas do for, or with them, to improve the fabric of their city? What’s the relationship between the city, the sport, the issue? I had to dial into the city’s environment to find a meaningful way for adidas to make a tangible, lasting impact in people’s communities and lives. My solution came from the skateboarding culture. Skaters have always struggled to carve out a piece of city in which to express themselves. For this reason Adidas is inviting all local skaters to join members of their skate team and build together new skateparks in unsafe, degraded neighbourhoods, using their power as tools for urban re-development.