Lenovo Launches ‘Your Club Your Canvas’ Initiative to Empower Grassroots Football Clubs
MORRISVILLE, N.C., April 30, 2026 – Lenovo has unveiled a new initiative called ‘Your Club Your Canvas,’ aimed at empowering grassroots football clubs across Brazil, China, Italy, and the United States. This program, part of Lenovo’s Work For Humankind platform, will appoint designers, artists, and filmmakers as official Creative Directors for these clubs, allowing them to collaborate with local communities to create unique football kits that reflect their culture and identity.
Becky G Takes on Global Ambassador Role
The initiative is backed by musician and Angel City FC investor Becky G, who serves as the Global Ambassador for ‘Your Club Your Canvas.’ Under her guidance, each Creative Director will work closely with community members to design limited-edition football kits that capture the essence of the clubs they represent. These designs will be inspired by the voices of players and fans and brought to life using Lenovo’s cutting-edge AI-enabled devices and creative tools.
“This is more than just redesigning a jersey. It’s about putting creative control into the hands of communities who live the story every week,” said Becky G. Her involvement underscores the initiative’s commitment to fostering local identities through creative expression. The project aims not only to enhance team spirit but also to strengthen community ties.
Bridging Creativity and Technology
‘Your Club Your Canvas’ seeks to address the resource limitations faced by many grassroots football clubs while celebrating their cultural significance. By leveraging creativity and technology, Lenovo aims to support these clubs in a meaningful way. Fans, players, and club leadership will share their local stories and traditions with Creative Directors, who will then incorporate these narratives into the kit designs.
All net proceeds from the sales of these kits will be reinvested into the participating clubs and their initiatives. This financial support aims to sustain community projects beyond the season’s end, ensuring a lasting impact on local neighborhoods.
“Creatives want to help shape culture, not sit on the sidelines,” stated Emily Ketchen, SVP and Chief Marketing Officer of Lenovo’s Intelligent Devices Group. She emphasized that football clubs are integral parts of their communities and have historically fostered rich local identities. With this initiative, Lenovo aims to provide creators with tools that amplify their voices while enhancing community pride.
Participating Clubs: A Diverse Representation
The selected grassroots clubs were chosen for their deep-rooted connections within their communities and their representation of diverse cultural backgrounds in football. Here are some highlights:
- Brazil: Grêmio Osasco Audax Esporte Clube (Audax) focuses on recruiting young talent from underserved neighborhoods and favelas, providing pathways for aspiring athletes—some have even progressed to professional levels.
- China: Regimen United F.C. merges football with art and street culture. The club plans to host AI-powered workshops aimed at giving children in rural areas access to new creative tools.
- Italy: Treviso FBC 1993 symbolizes resilience after being rebuilt post-bankruptcy through strong local support, representing enduring community bonds.
- United States: Ballard FC and Salmon Bay FC have made strides in expanding access within football by launching a fully women-owned team that emphasizes representation.
A Focus on Community Collaboration
The collaboration between fans and Creative Directors will be documented throughout the season. This process will showcase conversations, experimentation, and teamwork that shape each design—offering an authentic glimpse into how community engagement fuels creativity in sports. By intertwining technology with grassroots efforts, ‘Your Club Your Canvas’ aims to redefine what it means for communities to express themselves through football.
What This Means
The launch of ‘Your Club Your Canvas’ represents a significant step toward integrating technology with grassroots sports culture. By empowering local communities through creative expression while addressing financial challenges faced by many clubs, Lenovo is setting a precedent for corporate social responsibility within sports. As this initiative unfolds across various countries, it has the potential to inspire similar programs globally—highlighting how technology can foster connection and cultural pride at all levels of sport.
For more information, read the original report here.
