Adidas Arenas


Anna Salonen, Communication Design
Madeleine Richter, Communication Design


Metropolitan Challenges:
Segregation, inequality, poverty, crime, violence, drug use. Urbanisation brings problems along with the positives. To find ways to create inclusive cities with equal opportunities for all, we’re focusing on access to football to improve the lives of 17-25-year-olds in vulnerable communities in London.


We’re taking back derelict arenas in the outskirts of London to host adidas first-ever grassroots football tournament – a tournament that only takes place at night, during peak youth crime hours. We’re embracing the run-downness of the arenas and just borrowing the pitches when no one’s looking. Exciting and borderline forbidden, staying in the game should feel a bit like trespassing.