IN PARTNERSHIP WITH ADIDAS PURPOSE

Sport is more than a game or physical activity—it’s a universal language. It can be a bridge between cultures and a powerful tool for transformation. For some communities facing systemic barriers, sport can create safe spaces, foster belonging, and open doors to opportunities that once felt out of reach. From the streets of South L.A. to Indigenous communities in British Columbia or the recreational fields in Brooklyn, these stories share a common thread: when people play, they connect, grow, and thrive.

The following profiles spotlight four organizations and leaders who are redefining what sport can do. Together, they’re proving that when access meets opportunity, the game changes for everyone.

🌟 VIEW & DOWNLOAD THE COMMUNITY ARCHIVES ZINE HERE 🌟

For Sekou Thornell, soccer was never just a game—it was a lifeline. Growing up in Atlanta, where football and basketball dominate playgrounds, he found his identity on the pitch. “Soccer taught me the true meaning of brotherhood and teamwork,” he says. “Everything I learned to do was through 10 other people on the pitch. The game becomes your universal language.”

Those lessons shaped his resilience and ambition, eventually taking him from collegiate soccer to a career off the field. Today, Thornell works with Major League Soccer and runs Kitboys, a streetwear brand dedicated to making soccer cool in Atlanta. “A soccer jersey is universal,” he explains. “It’s fashion, it’s utility—it’s culture! That’s what makes people interested in the sport.”

Kitboys is more than just apparel—it’s a movement. Through community events like 5-on-5 pickup games, FIFA esports tournaments, and collaborations with local sneaker shops, Thornell is creating touchpoints for people to experience soccer beyond what people in his community expect. His goal? To make the sport resonate in a region where it’s often overlooked. “I’m a Black soccer player in a place where soccer wasn’t marketed to us,” he recalls. “Most kids I grew up with stopped playing by age eight and switched to basketball or football.”

That cultural gap is what drives Thornell’s mission. While soccer is the world’s most popular sport, it still struggles for mainstream acceptance in the U.S.—especially in the South. Thornell believes the perception of soccer as elitist or foreign needs to change. “When it feels less exclusive, more people here can connect with it,” he says. And with MLS still a young league compared to the NBA or NFL, there’s room to build a uniquely American soccer culture.

Working with adidas and leveraging Kitboys, Thornell is doing just that. He wants young people—especially Black youth in Atlanta—to see soccer as more than a pastime. “Soccer gave me opportunities,” he says. “You can play, work for a club, or build businesses around it. A lot of athletes don’t realize that, and those eureka moments can change lives.” Soccer, for Thornell, isn’t just a sport—it’s a platform for community, creativity, and possibility. And in Atlanta, he’s proving that the beautiful game can belong to everyone.

In the remote corners of British Columbia, where access to organized sports is often limited by geography and resources, one organization is using the world’s most popular game to spark transformation. Since 2010, Hope and Health has been more than just a soccer program—it’s been a lifeline for Indigenous youth, offering mentorship, opportunity, and a sense of belonging.

Founded with the mission to empower Indigenous children and teens through sport, Hope and Health brings soccer coaching and mentorship to communities that are often hours, maybe even days, away from the nearest athletic facility.

“A lot of them haven't left their community,” says Victoria Marchand, a mentor and advisor to the organization.“We’re really good at introducing the sport, encouraging and uplifting, and supporting them further to get chances to maybe be scouted with a university and showing them what it takes to be a professional athlete.”

The organization’s academy supports 40-50 young athletes at a time, but its impact stretches far beyond the pitch. Through immersive field trips, Hope and Health opens youth up to what life is like outside their reservations. One standout experience took a group of kids to Europe, where they toured Real Madrid’s training facility and watched the team practice—offering a rare glimpse into the daily life of elite athletes.

These trips also foster social growth. “There are kids that haven’t been exposed outside of their community, so their social skills are a little bit lower or more introverted,” says Lacey Baker, a coach and member of the Matriarch Advisory Circle. “Trips like these force them to be outside of their comfort zone and you just see great bonds and relationships happening throughout.”

Hope and Health also tackles the systemic barriers Indigenous athletes face. With many communities located 6-8 hours from the nearest camp or game, travel is a major hurdle. The organization helps families with lodging and has built mini-pitches in underserved areas. Partnerships with brands like adidas have helped bridge the coaching gap, providing resources to train local mentors and support community events.

But the goal isn’t just to create athletes—it’s to build leaders.

For Hope and Health, soccer is just the beginning: “I’ve seen sport legitimately save lives and pull people out of really precarious situations,” adds Marchand. “It's the reason why we’re all together, and it provides so much more than health: it’s also that safe space.”

To lose anyone can feel insurmountable, but to lose a child is unthinkable. For Ms. Wanda, an accomplished community leader and founder of the Ahmaud Arbery Foundation, the loss of her son (after whom her foundation is named) changed her in a myriad of ways, but it also taught her the value of certain things, particularly community. It was, as she readily admits, the help and support of others that gave her the strength to keep going in the face of unimaginable pain.

That uplift stayed with her, and it compelled her to build what would become the Ahmaud Arbery Foundation. AAF has grown to be something so much more than a tool for healing. Under Ms. Wanda’s guidance, the foundation has become an advocate and a protector for communities. They look out for people who are vulnerable, they raise awareness of issues, they educate, they mobilise communities, boost voter registration, raise funds, offer college scholarships, and so much more. Take The Running Free Youth Experience, an ongoing community outreach program built to uplift the next generation. “I have watched a quiet student find his voice when he realized he was not alone,” says Ms. Wanda. “I have watched a girl stand taller because she learned how to breathe through anxiety and speak for herself.”

Working with the adidas Purpose team, Ms. Wanda decided to build the foundation’s work and all the outreach programs around running. It’s a community sport, it’s inclusive, it’s open to all ability levels and the rewards come quickly. The centerpiece of it all is the Run With Maud 5K, a huge run that gets the whole community out. “The energy is electric,” she says, “but the meaning is tender. Every step says our children deserve safe streets and full lives. The funds we raise fuel scholarships, youth programs, and family support, but the deeper impact is what people carry home. Our goal is to help young men build character, emotional strength and leadership, reminding them that their lives matter and their voices have power—just like Ahmaud’s legacy continues to show.”

Brotherhood Crusade is leveling the playing field in South Los Angeles. The grassroots nonprofit has operated with the same bold vision for 57 years: meet the unmet needs of low-income, underserved and underrepresented individuals through mentorship and coaching. At the heart of their youth programs is sports. “Sports can change lives, but it also teaches life skills,” says Jason Moseley, Brotherhood Crusade’s sports coordinator for over 12 years.

For the thousands of kids they serve annually, Brotherhood Crusade is a safe haven for families facing systemic inequities. They are also one of many community programs to join forces with U.S. Soccer Foundation and adidas to power Just Ball League which removes barriers, such as transportation and cost, to provide kids living in underserved communities opportunities to play soccer right in their neighborhood. Access to the program, designed to bring out players’ unique creativity by prioritizing fun, inclusion, and belonging., is completely free. Moseley has watched hesitant kids transform into confident leaders, some returning as mentors to guide the next generation. “We’ve created a safe emotional and physical space for them to become their true, authentic selves,” he adds. But the challenges these kids face are real—and often unique.

Partnerships help amplify their impact. With support from brands, the organization serves an average of 25,000 residents annually and hosts up to 50 events each year, including collaborations with L.A. Dodger Mookie Betts and more. “It gives them a sense of pride.” Moseley says of the reaction of the kids to support from adidas and U.S. Soccer Foundation.

Still, the ultimate goal isn’t about logos—it’s about confidence and wellness, both physical and mental. Brotherhood Crusade’s diverse team of mentors reflects the community they serve. In South L.A., that vision is clear: a future where every child feels seen, supported, and unstoppable.

When the world shut down in 2020, Ermias Tessema, Cris Jones, Chris Thomas, Daemon “Tubbs” Snead and Emmanuel Maduakolam decided to kick isolation to the curb—literally. “We wanted to move our bodies, but do something low lift, low barrier, that anyone can participate in outdoors,” recalls co-founder Cris Jones. Their solution? Kickball. A simple game that evoked childhood nostalgia and offered a safe way to connect during the pandemic.

Those first games were humble: masks on, socially distanced, and played in local parks. But word spread quickly. Within weeks, attendance swelled to nearly 100 players. That’s when the founders knew they had something bigger than a playground pastime—they had a movement and Recess Kickball League was born.

Why kickball? It’s accessible, fun, and doesn’t demand elite athleticism. More importantly, it addressed a deeper need: human connection. “It was like when we were kids,” Maduakolam says. “It was tapping into that inner child and the joy of playing outside.” For many, the league became a comfort during a time of loneliness and uncertainty. The impact has gone far beyond the field. “As a man, it’s harder after 35 to find people to be friends with,” says co-founder Chris Thomas. “This league is helping other brothers, sisters and friends in many ways—physically, but also mentally and socially.”

Stories abound of friendships forged, relationships sparked, and even careers redirected through RKL’s growing network. “People have changed their work/life trajectory just by meeting people through the league,” adds co-founder Ermias Tessema. While the physical benefits are real—players often adopt healthier lifestyles to keep up with their teams—the social payoff is what keeps people coming back. “We’ve seen transformations,” says Snead. “People want to show up better for their teammates, and that spills into every part of life.”

Today, RKL operates leagues in New York and Los Angeles, running spring through summer. Registration is $175 per player, and the community now extends beyond kickball to volunteer groups, a run club, and curated social events. Their latest venture? A star-studded kickball weekend in Atlanta inspired by NBA and MLB All-Star festivities. “We all believe every city deserves an RKL,” says Tessema. “It’s worked in Brooklyn and L.A., especially in marginalized communities. Now, we’re figuring out how to spread it farther.” From a pandemic hobby to a nationwide movement, Recess Kickball League proves that sometimes, the simplest games can spark the biggest change.

EXPLORE THE FULL DIGITAL COMMUNITY ARCHIVES ZINE ACROSS TRENCH.

This article has been produced in collaboration with adidas Purpose, Pitch Blend and TRENCH.