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Earn Your Stripes
This project was the focus of my graduation from the Amsterdam Fashion Institute.
Challenge
To elevate adidas socially engaged brand identity, in order to build a meaningful connection with boys from London's inner-city communities.
Approach
Adidas make a long-term commitment to London's
inner-city communities, supporting them in the fight against knife crime. We kick out masculine stereotypes and provide boys with another way to earn their stripes –by getting involved in football.
Solution
A football platform, where boys will not only learn how to kick it like a pro but also take care of their community.
By partnering with local grassroots football teams adidas
proves that the strongest stories are not always told by the best players.
Credits
Lukas Schwering
DISCLAIMER: I do not own the rights to any of the video or audio segments depicted. All rights are reserved to the owner . No copyright intended.
"There is no weakness around here.
You've got to be tough and aggressive at all times in order to earn your stripes."
respondent, 17, Peckham
Urban Goals are symbols of inner-city football dreams that often resemble the social inequalities and economic truths about their communities.
"We are all on our PlayStations playing FIFA."
respondent, 18, Croydon
r
Adidas kick out the bad reputation, with an exclusive tracksuit, so boys can wear their stripes with pride.
Pre-roll films of our grassroots teams will show boys how to be
revered and not feared.
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