Adidas 'Know Hope' Campaign

Know Hope is a campaign to engage young people in deprived communities across the city of London. Many young people are living in families suffering from modern day poverty where any hope is all but gone.

Know Hope looks to celebrate the sporting talent of these young people and give them the spotlight via social media to bring hope back into their life, giving them opportunities they once could only dream. The idea flips the premise of celebrity culture and instead gives these deprived talents a chance to shine instead.