Ethiopia Skate x adidas

We partnered with Ethiopia Skate to embark on a powerful community project to showcase the transformative power of sport and play. This collaboration aimed to celebrate the thriving skateboard community in Addis Ababa, Ethiopia, and the remarkable stories of its young participants.

The project involved the creation of a mini documentary and photo series, capturing the inspiring lives of these young skaters, many of whom come from lower-income backgrounds. Despite the challenges they face, these athletes demonstrate resilience and passion, often skating on worn-out, hand-me-down skateboards and sometimes without shoes. Their stories are a testament to the unifying and uplifting nature of sport, which transcends socio-economic boundaries.

In an effort to support and empower this vibrant community, adidas donated hundreds of pairs of skate shoes and apparel, ensuring that these young athletes have the proper gear to continue their pursuit of the sport they love. The documentary and photo series not only narrate the personal journeys of these skaters but also highlight the power sport has to build bridges, foster unity, and create lasting change in communities around the world.

Creative Director: Mike Vitellaro

Art Director: Damien Webb

Director of Photography: Bemnet Yemesgen