Adi Dassler Fund and Right To Play launch Red Ball initiative

They have joined forces to raise awareness of sport as an innovative tool for addressing critical development issues, like the lack of basic education and health information and the impact of conflict. Together they have launched a global initiative to raise funding for Right To Play programs around the world including the Middle East, starting with Dubai.

The Adi Dassler Fund, a non-profit organisation that receives its funding from the adidas brand, has signed a four year commitment to Right To Play.

The centrepiece of the awareness initiative is the Right To Play symbol, a red ball. Right To Play has been using the red ball to represent its organisation and as a symbol for change through sport since 2002. Together with adidas, Right To Play has re-designed the ball and for the first time is launching a global initiative to create awareness of the organisation and for the important role of sport for development in some of the most disadvantaged areas around the world.

"We are excited to launch this sport for development initiative in the Middle East," says Eduard Massier, business development and marketing director, adidas Emerging Markets. "While the region is not unaccustomed to charitable organisations, we hope that through our partnership with Right To Play we will be able to give children new hope through the power of sport and play."

Replica mini red balls will be on sale at adidas stores worldwide with all of the proceeds going back to Right To Play programmes. The awareness initiative is primarily being driven by the thousands of retail employees at adidas stores who have been trained as Right To Play ambassadors and through the stores themselves, which are being transformed to showcase the work that Right To Play is doing in Africa, Asia and the Middle East.

Starting today (September 2), balls will be on sale for one month at adidas stores in Dubai Festival City, Dubai City Centre and Mall of the Emirates in Dubai, and Marina Mall and Al Wahda Mall in Abu Dhabi.