International humanitarian organization Right To Play, adidas and the Adi Dassler Fund are launching the Red Ball initiative in the Asian region. The initiative’s purpose is to raise funds and create awareness for Right To Play programs, which bring the power of sport and play to the world’s most vulnerable children.
Replica mini red balls are on sale at adidas stores in Asia with all of the proceeds going to Right To Play programs. The awareness initiative is primarily being driven by the thousands of retail employees at adidas stores who have been trained as Right To Play ambassadors. The stores have been transformed to showcase the work that Right To Play is doing in Africa, Asia and the Middle East.
Throughout the month of September only, adidas Malaysia will be bringing 300 mini Red Balls to generate funds for the program. The balls will be on sale at the adidas Concept Store in KLCC shopping center with the retail price of RM39.90 where all proceeds will be channelled to the program.
According to Darren Choy, Managing Director of adidas (M) Sdn Bhd, “The Red Ball initiative will mark the beginning of many corporate social responsibility efforts to come for us here in adidas Malaysia, we will contribute where we can to enhance the lives of the under-privilege through sportsâ€. Having said this, adidas Malaysia are already prepared to kick-off two local initiatives on their corporate social responsibility roadmap:
- A long-term collaboration with Harvest Center at Sentul to provide suitable equipments and support such as providing access to proper sports facilities where children are able to practice and play sports in a safer environment. Sponsorship of the Faisal Cup held at Stadium MPSJ, Subang Jaya (8th September 2007) marks the first collaboration with Harvest Center to organize the first competition for under privileged children to compete and experience a real football match.
- adidas Run For Love, a run where adidas Malaysia, corporate partners and charity homes commune and run in the name of charity. All proceeds of the run will be donated to local charity organizations involved.
More on Red Ball Initiative
International football star Zinedine Zidane will also lend his support and be a key driver for the initiative. Zidane, who retired from international competition last year, is devoting much of his time now to working with children.
adidas and the Adi Dassler Fund, a non-profit organization which receives funding from the adidas brand, have made a four-year commitment to funding Right To Play programs in Asia and around the world through the Red Ball Program. These programs use sport as a tool to address critical development issues, such as the lack of basic education, health information and the impact of conflict.
The centerpiece of the awareness initiative is the Right To Play symbol, a red ball. Right To Play has been using the red ball to represent its organization and as a symbol for change through sport since 2002. Together with adidas, Right To Play has re-designed the ball to launch a global initiative highlighting the important role of Sport for Development in some of the most disadvantaged areas around the world.
Right To Play
Right To Play uses specially-designed sport and play programmes to improve health, build life skills, and foster peace for children and communities affected by war, poverty, disease. Working in both the humanitarian and development contexts, Right To Play has projects in more than 20 countries in Africa, Asia and the Middle East.
Right To Play is a global-scale implementer of Sport for Development and Peace programmes and takes an active role in driving research and policy development in this area.
Right To Play was founded by four-time Olympic gold medalist Johann Olav Koss.
Adi Dassler Fund
The Adi Dassler Fund was formed to give structure and focus to the adidas Brand’s charitable giving. It is a non-profit organization separate from the adidas brand, but receives aid in the form of financial and product contributions, employee volunteerism, sponsored-athlete support and marketing assistance. The Adi Dassler Fund is a tool that helps employees to channel their goodwill.
Info and Photos via adidas Malaysia