Street Child United and Pele Sports
We partnered with IMG, the world’s largest licensing agent, to produce a world-changing cause marketing initiative. A new sportswear brand licensed the “Pele” brand to enhance public perception and create a buzz around their launch. We were tasked with creating the corporate social responsibility story and to do this we focused on Pele’s dedication of his 1000th professional goal to children everywhere, connecting it back to his street football roots.
Pele Sports donated the profits from their streetwear ‘Pelada’ range to provide support to homeless young people through Street Child United, a charity who use sport to bring street children out of poverty.
Ethical Good showcased the Pele brand and Street Child United in a perfectly timed launch at the South Africa World Cup 2010. The initiative grew and culminated in its promotion at the 2014 World Cup in Brazil where Pele attended the Street Child World Cup event.