Project Five 
Sport has the power to change lives.​​​​​​​
Basketball is more than a hobby to many people, Adidas can use the power of basketball to change the lives of many disadvantaged 17-25 years old’s. New York is known for its street basketball culture, a sport where Adidas isn’t the market leader.
Poverty affects all areas of New York City. Youths aged between 17 and 25 years of age who live in areas with high levels of poverty also come in contact with drugs and violence which dominate these neighbourhoods. Children up to the age of 16 are required to attend full time school until they finish high school.
Most social problems arise in youths when they finish high school and do not return to education. 17 year olds who are living in poverty are at a venerable age and are more likely not to further their education after high school mainly for financial reasons, therefore they are more likely to not work and get involved in crime. These youths are known as “disconnected youths”.
Basketball is more than a hobby to many people, Adidas can use the power of basketball to change the lives of many disadvantaged 17-25 years old’s. New York is known for its street basketball culture, a sport where Adidas isn’t the market leader.
Adidas will bring change to the five boroughs of New York City by starting a basketball programme in each borough for the disadvantaged and unemployed 17-25 year old youths. The programme will teach the youths life skills and mentor them to succeed in all aspects of life. The ultimate aim is to provide the youths with a pathway to further education or employment and provide a better quality of life for the disadvantaged youths. The programme will mainly focus on developing the youth’s basketball skills and teach them the health and social benefits of sport and how sport can provide an escape from the negative aspects of life in New York.
Adidas will create short videos on each team introducing the youths who will be representing each borough. The videos will be shown on social media and will be the first piece of social content released from the campaign.
Adidas and the influencers will promote the campaign and events on their social media.
The 1-day showpiece will celebrate how the power of basketball can create change and improve people’s lives. The disadvantaged youths from each borough who attended the programme will face off against the other boroughs in street basketball games, each team will have a celebrity coach who will raise the profile of the event by their profile.
The event will also feature drops of clothing and footwear lines which will be exclusive to the day. The clothing and footwear lines will be a collaboration between the disadvantaged youths, five celebrity coaches and Adidas designers. The event will attract a large audience who are passionate about basketball and those passionate about Adidas clothing and footwear.
The event will finish will live music performances. With space being an issue in New York we will hold the event in the Rucker Park in Harlem, New York.
The money generated from the event will be used to help the disadvantaged youths in the poverty-stricken areas.​​​​​​​