Adidas has deepened its ties with China’s Ministry of Education (MOE) with a new initiative to send young Chinese football players to training camps at FC Bayern Munich.
Ten of China’s most talented young football players will attend a three-day training camp at the headquarters of German football club before representing China in FC Bayern Youth Cup.
The initiative is part of the brand’s grassroots school football partnership with the government, which was formed in 2015 in a bid to accelerate the development of school football across China.
Last year, Adidas and MOE partnered with China Education Television (CETV) to launch an official TV series to teach young people football skills.
Colin Currie, managing director of Adidas Asia-Pacific and Greater China, said, “China’s participation in the FC Bayern Youth Cup World Finals provides an encouraging sign that our longstanding grassroots football partnership with the Chinese Ministry of Education is bearing fruit.”
“Adidas believes that, through sport, we have the power to change lives. We will continue to work closely alongside the MOE, as well as partners such as FC Bayern Munich and our extensive portfolio of world-class football assets, to help accelerate China’s football development and nurture a generation of future world-class talent.”
Adidas’ school football strategy has seen the brand train more than 17,000 teachers and donate more than 180,000 balls to over 3,000 schools across the country. It claims it has enabled more than 1 million students to play football.
China remains Adidas’ fastest growing market recently posting 26% growth year-on-year for its Q1 earnings report.