THE FOOTBALL CUP @ HOME OF ADIDAS FOOTBALL

Sport will never truly be equal unless we address the intersection of the most marginalized communities in sport. That’s why, at the UEFA EURO 2024, we worked with adidas to create a safe, accessible, and equitable sports experience for the communities that need it most.

The FootbALL Cup: Breaking Barriers in Berlin was an inclusive football tournament that celebrated the diverse communities of Berlin. The tournament featured teams from local nonprofit organizations who empower people from all backgrounds to experience the joy of football.

I acted as Creative Director for the project, lead the development of the event activation concept, overseeing the integration of Breaking Barriers Project into the broader adidas brand activation, and leading the development and production of all creative assets.


With over 1,500 event attendees, The FootbALL Cup included 7 teams from 5 Berlin-based nonprofits, providing over 50 young people with the opportunity to play in front of football legends.

The Project was completed by 17 Sport for adidas, in collaboration with Common Goal, Women Win, and Act3.