adidas China and NBA Star James Harden Pair Up For CSR Event in Hangzhou

adidas’ ongoing commitment to community development in China was lent a boost today when NBA basketball sensation, James Harden, joined adidas’ Special Youth Coaching Program and youngsters from the Hangzhou Child Welfare Institution for an exclusive training session. Supported by Chuanhui Children, a non-profit organisation dedicated to helping orphaned and abandoned children, today’s event in Hangzhou showcased the powerful role that basketball can play in the lives of some of society’s most disadvantaged members.

 

“As a leading global sports brand, adidas believes that, through sport, we have the power to change lives. The adidas Special Youth Coaching Program is one of our community projects aimed at transforming the lives of individuals and communities in China,” said Colin Currie, Managing Director of adidas Greater China. “We are extremely grateful that James Harden, our adidas brand ambassador, could join us for such a meaningful event, working alongside adidas employee volunteers and Chunhui Children to make a lasting and positive difference.”

 

Harden spent some time coaching the 30 children on their dribbling, passing and shooting skills before heading up a basketball game alongside adidas volunteers. This is the second CSR event for adidas China and Harden, the last one having taken place in Shanghai in 2016.

 

“It’s great to be back here in China alongside adidas to promote the incredible physical, emotional and social power sport has to transform the lives of individuals and communities,” said Harden. “Today has been a hugely rewarding experience for me and I’m very grateful for the opportunity it has provided to give something back to those in our society who need it most.”

 

In recent years, adidas has increasingly leveraged its position as a leading global sports brand to promote the power of sport to bring about positive change to the lives of underprivileged children in China, with the company’s own employees taking the lead volunteering their skills and experience to various initiatives.

 

Launched in 2012 in partnership with Chunhui Children, the adidas Special Youth Coaching Program aims to help orphaned and abandoned children in child welfare institutions through tailored daily sports activities. By the end of 2016, over 1,300 youths had participated in the program with significant improvements seen in health and confidence. Other CSR programs include the adidas Right to Play Child Development Program, which targets rural child development and the adidas Migrant Children’s Program.