Nike: Made in South East London

Insight

Many pro footballers, including England international Jadon Sancho, honed their on-pitch creativity in the tough city streets and cage pitches of their youth.

In those urban areas, adversity is rife and opportunities don’t come easily, so it’s vital to give back to and inspire the community to reach their potential.

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Idea

Give South London kids a sanctuary to play football in a welcoming environment.

Developed in the heart of South London where Jadon took the first steps of his ascent in the game, the new pitch was designed to reflect Sancho’s style of play and personality – vibrant, bold and daring. The pitch launched with his return to the park where he once played as a youngster, at a one-off football tournament to excite and inspire the community.

Partnering with local club Lambeth Tigers, the regenerated pitch will enable year-round football programming and regular opportunities to more than 300 young players in the community through coaching, workshops and training.

Impact

A permanent place for the community of South London to help make sport a daily habit. A legacy for one of English football’s rising stars.

Jadon’s profile raised with the launch film viewed by more than 500K people in the first 24 hours and followers of his Instagram profile increased by more than 600% over the two day launch.