Adidas designed a kit inspired by the artist Sen2 that combines North American and Puerto Rican pop art on the shirt numbers to raise awareness of the social educational projects.
Real Madrid wore a one-of-a-kind charity jersey against Juventus in their final match in the United States.
The special edition jersey, part of adidas’ “artist pack” project, combines the away uniform with 1950s US pop art and the vivid street art of Puerto Rico, inspired by a painting by Sen2 (Sandro Figueroa).
This one-of-a-kind version aims to raise awareness of the Real Madrid Foundation’s global social sports programmes aimed at integrating disadvantaged youth via educational sports. Sport Values Academy TV, the Foundation’s eLearning platform, has supported the work.
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Project visibility for social sports
As part of its sponsorship of Real Madrid and support for the Foundation’s educational activities, adidas devised the “artist pack” concept for the introduction of the new uniform. The program wants artists from around the world to promote the Real Madrid Foundation’s social sports projects and schools in diverse locations. It contributes to the growth of street art, which is then auctioned off to ensure the long-term survival of the initiatives. On June 26, the Mexican artist News (Itzel Nájera) launched “Artist Pack” to help the Real Madrid Foundation and the NGO CESAL’s social sports school in Oaxaca, Mexico.
The charity auction
This time, a Sen2 painting will be auctioned off to help fund the Foundation’s 13 social sports schools in Colorado, Florida, Massachusetts, and Virginia, which are run in collaboration with local institutions and non-governmental organizations. The groups provide assistance to first- and second-generation immigrant children and young adults from low-income families, turning sport into a vehicle for social inclusion through value education.
Over 1,250 social sports events, programs, initiatives, and schools are run by the Real Madrid Foundation in over 90 countries, with the purpose of offering education, development cooperation, and social inclusion to over 100,000 girls, boys, and young people at risk of exclusion.