SchoolMedia joins Adidas to encourage Soweto learners to get active

March 15, 2013
March 15, 2013 SchoolMedia

SchoolMedia, in partnership with sports brand, Adidas, rolled out 40 branded soccer goals in 20 schools across Soweto, giving learners in the community a chance to channel their energy into some good old sporting competition.

Delivered to the schools at the end of January, the campaign is testament to just how far a good partnership can go. SchoolMedia handled all production and distribution of the soccer goals to the schools. The campaign is aimed at encouraging learners to get outside and get active as well as infiltrating their brand into the community.

Khethi Ngwenya, owner and managing director of SchoolMedia, an in school media placement and advertising company, explains that the soccer goal initiative began as a campaign to create facilities in schools that would encourage learners to play soccer and focus their attention on something that every child should have in their childhood – the resources to be active.



“We wanted to develop something that the youth in these communities can play with, realigning their energies with something positive rather than smoking and drug habits that many learners are turning to,” he says.

Having a giant brand like Adidas on board makes the product that much more appealing to the learners, with stars such as Rita Ora the face of the brand at the moment. Khethi says, “Adidas is an incredible sports brand and we are really excited to be working with them.”

The SchoolMedia team are confident that this initial roll-out is just the beginning when it comes to tackling health, wellness and fitness in schools. Khethi explains that it is an amazing opportunity for corporates to get involved and be part of such a ground-breaking initiative, which only has room to grow.

“We visited Bhukulani Secondary School recently and since the soccer goals have been installed, they have already started internal leagues between grades and classes. They also want to try and expand these leagues to include schools within their district. It’s testament to just how the energy and excitement is continuously growing in these communities,” he says.


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