Our programs
South Sudan’s blind football team made history, winning the inaugural IBSA African Championship Division 2 in Uganda and qualifying for Division 1 — a step closer to the 2028 Paralympic Games in Los Angeles.ad South Sudan’s blind football team made history, winning the inaugural IBSA African Championship Division 2 in Uganda and qualifying for Division 1 that is a step closer to the 2028 Paralympic Games in Los Angeles. © Light for the world
United by Sport
United by Sport is our global program that uses sport to advance equality and address hate and discrimination in all their forms. This program supports mission‑aligned organizations with funding, practical resources and peer learning so partners can deepen expertise and grow their impact. Following a careful selection process, 35 partners were chosen across 2024 and 2025, now active in 31 countries on six continents. Core ways of working include building trust‑based relationships, convening a community of practice to share knowledge, processes and forming alliances that help make sport more inclusive and fair for everyone.
Photo given by Gottfried Evers - given to the partner organization spirit of football e.V.
Photo by: KICKFAIR e.V. / Jörg Jäger Fotografie - KICKFAIR’s activities in Germany.
Playing for Purpose
Playing for Purpose is our program focused on increasing access to sport for underserved young people and helping them stay engaged over time, with an initial focus on Europe and North America. It supports school‑based and community sport programs that build physical skills, confidence and inclusion so children and young people can join, stay in and enjoy sport. The program responds to a growing inactivity challenge, with one in three adults insufficiently active and 81% of adolescents not meeting daily activity guidelines, trends that disproportionately affect girls and underserved communities. We invest in partners through grants, capacity strengthening and shared knowledge, research and insights.
Moving for Change
Sport, when used in a structured and intentional way, offers a practical and accessible way to strengthen resilience and build more connected communities. Moving for Change puts this into practice by supporting international NGOs to integrate sport‑based programming into their development work — boosting social impact, community wellbeing and long‑term resilience.
Activities from the Game on! For Equality project in Pakistan, implemented in partnership with GIZ
Photo by Alex P. Source: Pexels.
Sport for Recovery
Sport for Recovery is our upcoming program focused on supporting children and young people as they rebuild their wellbeing, confidence and sense of normalcy after crises. Using sport and physical activity as practical tools for psychosocial support, the program will be developed with the goal of strengthening resilience, restoring community connection and creating safer, more supportive spaces throughout the recovery phase. It is grounded in evidence‑based approaches co‑designed with partners, so that communities receive meaningful, long‑term support well beyond the immediate emergency response.
Sport for the Planet
Sport for the Planet is our upcoming program focused on helping communities understand and respond to the growing impacts of climate change on their ability to play, move and stay active. It will use sport as a platform to raise awareness about climate challenges, promote more sustainable practices and support communities — especially those facing greater environmental risks — so they can continue experiencing the benefits of physical activity in a changing climate. By combining sport with environmental education and community action, the program aims to build resilience, protect the places where people play and inspire climate‑positive behaviors rooted in local contexts
Our focus
People. Planet. Relief.
Guided by our mission and vision, we organize our work across the three focus areas: People, Planet, and Relief. All three focus areas aim to work at the heart of where we see the deepest divides and most urgent crises facing communities.
We carry out long-term programs aimed at combatting inequality, fostering gender equity, and promoting peace while aiming to enhance mental and physical health and the overall well-being of individuals. We focus on the fight against hate and intolerance, harnessing the power of sport to foster peace and sustainable development in communities experiencing socio-economic challenges and promoting inclusive access to sport for all.
In addition, we plan cross-programmatic initiatives for environmental engagement and relief following times of disaster and crisis, which are designed to enhance the effectiveness and reach of our existing programs. In this regard, we focus on educational tools for partners and local communities that address environmental challenges and support communities affected by disaster and crisis.
Focus Challenges and Communities
Our programs are designed to support marginalized communities by addressing challenges where sport has a unique and proven impact. While we align broadly with the Sustainable Development Goals (SDGs) 3, 5, 10, and 16, our specific emphasis will be on achieving the following outcomes:
- Increased physical activity and health outcomes
- Decreased social isolation, stigmatization and stereotypes
- Improved mental health, low resilience and self-esteem
- Diminished institutional barriers
- Strengthened communities overcoming division
- Institutional barriers, including unequal rights and representation
These challenges are especially pronounced for individuals and communities based on their
- Gender identity and expression
- Ethnicity and race
- Abilities
- Sexual orientation
- Nationality and migrant status as well as their religion, belief or faith background.
Our initiatives will prioritize regions with the greatest need, where we can collaborate meaningfully with effective local stakeholders. Through our program portfolio, we will also work with partners to strengthen their organizational capacity—providing access to resources and in-kind support that goes beyond individual projects we fund.
[1] Sustainable Development Goals (SDGs) 3, 5, 10 and 16 focus on ensuring healthy lives and well-being, achieving gender equality, reducing inequalities, and promoting peaceful and inclusive societies.
Who do we partner with: Guiding principles for potential partners
At the adidas Foundation, we believe in building collaborative partnerships and support diverse, impactful projects globally that reflect our core values and align with our mission. We primarily consider organizations for partnership that:
- Are politically and religiously independent and are inclusive of all individuals regardless of race, gender, gender identity, socioeconomic status, sexual orientation, ability, religion, age, ethnicity, and other identities.
- Operate for charitable or non-profit purposes, with valid legal registration in the country where the work is implemented.
- Demonstrate a strong commitment to safeguarding and inclusivity, with policies and documented practices that protect all individuals and promote diversity, equity, and inclusion.
- Uphold transparency in operations, governance, and management, and are open to sharing internal practices and mechanisms as part of our due diligence process handled in line with applicable dataprotection laws.
- Are financially sustainable, with diverse sources of funding and a proven track record of responsible financial management.
These principles guide our selection process and reflect our commitment to working with partners who share our dedication to positive social impact through sport and community engagement.
Please note: Meeting these expectations does not guarantee partnership or funding. The specific requirements may vary based on the context of each project. We reserve the right to request further information and related documentation through our due diligence processes.
Our Partner Selection Process
We select partners for our program portfolio in two ways:
01
Open Request for Proposal (RFP) Process:
We publicly share funding guidelines and selection criteria, inviting all eligible organizations to apply. Please note: Currently, we do not have any open requests for proposals or funding opportunities. When opportunities become available, we will announce them on our website.
02
Direct Invitation:
Our team proactively researches organizations, projects, and programs that align with our portfolio strategy. When we identify a potential fit, we reach out directly to invite selected organizations to explore partnering with us.
All organizations must undergo a due diligence process, including general compliance checks, before entering into a formal partnership.
NOTICE: Currently, we are not accepting unsolicited proposals due to limited capacity to review and respond individually. We appreciate the interest in our work and encourage organizations to monitor our channels for future opportunities.
Interested in partnering with us?
If your work aligns with our mission of uniting communities through sport, your organization aligns with our guiding principles, and you would like to:
- Be notified when we open a call for proposals.
- Receive updates about our work.
- Make your organization’s information available for our team’s active research.
We invite you to submit your details using this form.
Please note that submitting your details does not guarantee collaboration or an individualized response.
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