To boost awareness of the social educational projects, Adidas created a kit that combines North American and Puerto Rican pop art on the shirt numbers, inspired by the artist Sen2.
In their final match in the United States, Real Madrid donned a one-of-a-kind charity jersey versus Juventus in Orlando.
As part of adidas’ “artist pack” project, the special edition jersey combines the away kit with 1950s US pop art and the bright street art of Puerto Rico, inspired by a painting by Sen2 (Sandro Figueroa).
This one-of-a-kind version intends to promote awareness of the Real Madrid Foundation’s global social sports projects focused at integrating underprivileged young people via educational sports. The Foundation’s eLearning platform, Sport Values Academy TV, has sponsored the work.
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Project visibility for social sports
adidas created the “artist pack” idea for the unveiling of the new kit as part of its sponsorship of Real Madrid and support for the Foundation’s educational programs. The program seeks worldwide artists to promote the Real Madrid Foundation’s social sports projects and schools in various places. It contributes to the development of street art, which is then auctioned off to ensure the projects’ long-term viability. On June 26, the Mexican artist News (Itzel Nájera) launched “Artist Pack” to benefit the social sports school run by the Real Madrid Foundation and the NGO CESAL in Oaxaca, Mexico.
The charity auction
This time, a painting by Sen2 will be auctioned off to help fund the Foundation’s 13 social sports schools in Colorado, Florida, Massachusetts, and Virginia, which are conducted in conjunction with local entities and NGOs. The organizations support first- and second-generation immigrant children and young people from low-income families, transforming sport into a tool for social inclusion through value education.
The Real Madrid Foundation operates over 1,250 social sports events, programs, initiatives, and schools in over 90 countries, with the goal of providing education, development cooperation, and social inclusion to over 100,000 girls, boys, and young people at danger of exclusion.
