Culture

Sport as a Medium for Social Change

The Adidas Fund helps non-governmental organizations teach children responsibility and teamwork through the medium of sportThe Adidas Fund helps non-governmental organizations teach children responsibility and teamwork through the medium of sport

July 15th, 2016
Valentina De Gregorio, CD News
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According to the German multinational company - one of the biggest in the sports sector - sport is able to create connections between people, especially young people, and facilitates the removal of barriers between people.

The Adidas Fund has been working with a number of partners to try and realise this goal. For it is only through cooperation that the German company can develop and sponsor educational programs which bring children together and teach them important values such as self-confidence, teamwork and respect. In fact, Adidas’ current social engagement takes place in collaboration with organisations from around the world: from China to France, from Kenya to Argentina.

The Adidas Fund not only aims to put this project into practice at a global level, but also at a local level, operating where the partner organisations have their seats. In China, for example, Adidas launched the “Adidas Migrant Children’s Programme”, in order to provide help for young people in the province of Zhejiang. The initiative hopes to teach children fundamental principles for a better life, concepts such as  green living and sustainability.

Partnership with other organisations is an important feature of the Adidas Fund project. In fact, together it is possible to realise long-term commitments, share different experiences and best practices, set mutual goals and reach mutually beneficial achievements. Sport represents a basic contact point, useful in creating cooperation and development programs. As Kofi Annan has said, “Sport brings people together” and “has the power to change the world”.

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Cultural Diplomacy News