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adidas Brazil’s close relationship with social organizations in the country generated synergies that have led to surprising results! For example, we have long collaborated with Fundação Gol de Letra, but this time we were really able to come up with something completely different from what we have been doing so far.

Last year, employees from the adidas São Paulo Creation Center met with a group of young graffiti artists from Fundação Gol de Letra for an informal exchange on design and urban trends. As a follow-up, the young people were invited to visit the adidas office and to graffiti-decorate a wall in the Creation Center.

These encounters proved very interesting for both sides, to the end that the Creation Center and Sustainability team at adidas Brazil decided to establish a more formal framework in 2014, the so-called “Creation Academy”.

adidas employees meet graffiti artists at the Creation Center in Sao Paulo.

adidas employees meet graffiti artists at the Creation Center in Sao Paulo.

The Creation Academy is a series of classes on design, happening at regular intervals between March and November 2014, embedded into the Gol de Letra social project. The objective is to give young people an insight into the creation process in a corporate environment. The class is led by Dingos, a local graffiti artist, who has been working in the community with urban art-related topics for several years. adidas Creation Center employees bring to the table practical examples and working tools.

For the young adults from the outskirts of São Paulo, participation in the Creation Academy is a huge opportunity to understand how their creativity can be translated into a profession. For the adidas employees, the encounters offer a chance of direct, unfiltered dialogue with one of adidas’ target consumer groups, while at the same time deepening the commitment to adidas Brazil’s social projects.

During the most recent encounter, the young people aged 16-18 presented their homework on consumer profiles, adidas designers gave feedback and introduced them to the tool of mood boards. The final objective of the class was the creation of graphic tees on sports-related themes.

And last but not least, I would like to emphasize that this project has been financed with the proceeds from the sale of a line of adidas Originals accessories. Thanks to this cross-functional effort, we can create added value for all!