We strongly believe that sport has the power to change the world. Sport brings people together, no matter what their origin, background, religious beliefs or economic status. It has power in promoting understanding and breaking down barriers. As Nelson Mandela said: ”Sport has the power to unite in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where once there was only despair. It is more powerful than governments in breaking down barriers. It laughs in the face of all types of discrimination.” The Adi Dassler Fund aims to drive positive social change by supporting organisations that connect children with coaches who teach life values in addition to sport. These organisations and their programmes use sport to teach things such as self-confidence, respect and teamwork that can break down barriers and allow people to live healthier, happier lives.Making a real differenceBecause we want to make maximum impact with our efforts, we focus on working with only a few partners, on a long-term basis. Choosing which ones is never easy. While there are many qualified groups, it is simply not possible to support them all. So, we focus our efforts on those partners who meet not only their statement of purpose, but who have demonstrated sustainable projects, financial transparency and a sound reputation. It is also key that these partners work at the local level, with long-term commitments.We don’t believe money is always the best way to get involved. While nothing is wrong with donating to the right organisation, we don’t believe that this is always the best way to get engaged and leave a long-term legacy. This is why the Adi Dassler Fund is looking only for long-term partnerships and tries to be on-site regularly. From our point of view, it is very important to really care about the projects, to follow up regularly and to assist with our know-how, experience and other means to overcome bumps in the road.Another important aspect is that the end result matches the original aim of the project, and building on what has been achieved so far. Working closely together with our partners on mutual objectives is a process that helps us all to develop and improve and continuously bring our partnerships to the next level. The benefits of volunteeringThe Adi Dassler Fund also provides a platform for employees to take part in volunteer projects. Volunteering gives employees an opportunity to change lives, including their own. adidas empowers employees to take an active part in development, to take responsibility for the needs of others, and to make an impact in their own lives.One recurring volunteer feedback we get after our programmes is – and it does not matter if the programme took place in South Africa, Albania, Kenya, Israel, Brazil, Hong Kong, Switzerland or Germany – that they volunteered with the aim to support the programmes and the kids but were surprised at the end how much they were themselves taught about life, values and culture. Volunteering helps employers to:
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