Adidas collaborates with St+art India Foundation to celebrate diversity in sports

By

Isabelle Crossley

Published
Dec 2, 2021

Sportswear brand Adidas has collaborated with NGO St+art India Foundation and French artist Chifumi Krohom to create a mural at a basketball court in Mumbai designed to promote collaboration and team spirit. 

As part of its campaign to spread the message 'We See Possibilities, When We Come Together', Adidas revamped the basketball court of Mumbai's St. Andrews High School, Adidas announced in a press release on December 1. 
 
“At Adidas, 'Impossible is Nothing' is more than a campaign- it's our attitude,” said Adidas’ senior brand director Sunil Gupta in a press release. “Seeing possibilities is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us and all our efforts, including this initiative. This spectacular artwork captures the spirit of teamwork, inspiring young athletes to adopt the 'We over Me' mentality, because it's only when we come together, we can drive change and achieve the impossible.”

The mural, created by Krohom, features the artist’s signature ‘hands’ motif in a pop-art style. The bold and bright artwork represents a ‘team huddle’ before a match and features hands to symbolise different genders and races to highlight Adidas’ commitment to diversity.  
 
“We envision the basketball court at St. Andrews High School to be a canvas that inspires and connects various communities to see a world of limitless possibilities,” said Gupta.