senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

David Beckham Visits Shanghai School as adidas Ambassador

05/12/2017
Advertising Agency
Hong Kong, Hong Kong
130
Share
Football legend dropped by for a kick about as Shanghai celebrates recent victories at the Chinese National Games
Leading sports brand adidas' efforts to promote grassroots football development in China received a significant boost this afternoon when global football icon and long-time adidas ambassador, David Beckham, dropped by for a spot of training at a school in Shanghai. The inspirational event represents yet another big moment for adidas as it strives to promote school football development nationwide in collaboration with China's Ministry of Education (MOE).
 
As part of the event at Xuhui Middle School in Xuhui District, a total of 36 teenagers selected from across the district took to the pitch with Beckham for a training session co-led by internationally-acclaimed adidas youth coach, Tom Byer, designed to teach basic skills as well as help young players become more confident and relaxed with the ball.
 
“We are very proud to be joined today in our key city of Shanghai by David Beckham, whose creativity, passion and dedication continue to inspire millions,” said Colin Currie, Managing Director of adidas Greater China. “Shanghai’s historic recent football achievement underlines its critical importance as a model for football development nationwide, as well as highlighting the tremendous opportunities for our brand to play a crucial role driving that development. As the world’s No.1 football brand, we will continue to work closely with inspirational global sports assets such as Beckham as well as China’s Ministry of Education to nurture passion and talent among schoolchildren both in Shanghai and beyond under our core belief that through sport, we have the power to change lives.”
 
At the Chinese National Games in August, Shanghai swept to victory with four football titles, including three youth titles, strengthening its position at the forefront of China’s youth football development. Just two months ago, the MOE also designated the city one of 12 national experimental zones for school football. Shanghai boasts a total of 252 schools that have made football classes mandatory.
 

"Under the MOE school football blueprint, Shanghai is going full-steam ahead in accelerating the development in schools," said Ding Li, Director of Physical, Art and Health Education under the Shanghai Education Commission. "Football is a sport that requires both passion and dedication. I hope David Beckham's engagement with the young people participating today will inspire their love of football and encourage them to strive for excellence in both sport and studies as well as their daily lives.”
 
adidas’ relationship with David Beckham extends back over 20 years, ever since his first-team debut with Manchester United at the age of 17. Retiring in 2013 after an illustrious football career that saw him captain his country as well as play for some of the world’s greatest teams, he continues to be an inspiration for young players both in China and around the world.
 
“I feel very privileged to be here in Shanghai at such a critical moment in China’s football development. As more and more Chinese schoolchildren discover football, I look forward to seeing China continue to work towards building a solid foundation that will enable it to take off on the world stage,” said Beckham. “From the passion and skill on show from the youths I met and coached today, I am very hopeful for the future.”
 
adidas’ Pledge to Grassroots Football in China
 
adidas has long been recognized as a major player in promoting China’s football development with its holistic approach starting from grassroots all the way to the elite level. In recent years, adidas has sharpened its strategic focus on grassroots football development primarily in recognition of the huge impact it can have on Chinese football development as a whole. Its holistic grassroots football approach consists of youth leagues, coach-the-coach training and player development. The model is structured around a development pathway beginning with an introduction to basic football skills and elite participation in football. adidas’ increased investment in developing youth football in China matches its rich heritage in sports and is part of the brand’s longstanding commitment to support grassroots sports initiatives.
 
In June 2015, adidas China established a landmark three-year partnership with the MOE in a bid to accelerate the development of school football nationwide. In accordance with the partnership, adidas has pledged to leverage its global and local resources in support of the MOE’s school football initiatives nationwide. To date, it has provided support to the MOE’s training of over 17,000 teachers and supported its summer and winter training camps for approximately 3,000 children. adidas has also donated more than 60,000 balls to over 1,000 schools across the country, enabling over 1 million students to enjoy the game.
 
adidas’ partnership with the MOE reached a historic moment in July this year when both parties collaborated with the German Football Association (DFB) to jointly host the first-ever Chinese youth training camp in Germany. Chinese President Xi Jinping and German Chancellor Angela Merkel visited the camp in Berlin.
 
On June 1, 2017, adidas China, the MOE and China Education Television (CETV) together launched “Daily Football,” the MOE’s first-ever official television series. Reaching over 8 million viewers nationwide and featuring Tom Byer, the series aims to teach essential football moves through a total of 365, 3-minute episodes aired daily on CETV.
Credits
More News from Ogilvy Asia Pacific
Trends and Insight
Most Read of 2022: APAC
12/12/2022
326
0
ALL THEIR NEWS
Work from Ogilvy Asia Pacific
Epic Night Out
Coca-Cola
13/03/2024
19
0
ALL THEIR WORK