360° – Adidas the base
Adidas Football has launched the “360°” football program which takes ambitious young footballers from the Berlin streets on a path of personal growth. The program seeks to strengthen their core values and to help them reach their highest potential. Responsibility, determination, passion and focus are attributes every player needs. Five young mentors who hail from similar backgrounds act as their role models. The 20 talents will be coached and mentored in athleticism, technique and tactics but also learn about nutrition, health and sport psychology. The boot camp is being monitored by DFB Coaches and experts and takes place at THE BASE Berlin.
Hooked by UFA documents the program, following mentors and talents on their journey. The resulting social video series comprises of approx. 15 episodes, exclusively on Facebook and a series of photos by the famous instagram photographer André Josselin. Hooked by UFA also realised the Out of Home Campaign around key locations in Berlin.