GRASSROOTS ACADEMY

The Samsung Grassroots Academy was a project close to my heart—a chance to truly make an impact on football by merging creativity, technology, and community. Partnering with our own FA Sunday Cup winners Baiteze Squad, a team renowned for their cultural influence both online and on the pitch, we created something that went far beyond a typical campaign. It was about empowering local football clubs to thrive in the modern world, using education, social media and technology as tools to unlock their potential.

As Creative Director, I wanted this initiative to be more than just a one-off project. From the outset, the goal was to craft a legacy, one rooted in meaningful change and real empowerment. With Baiteze Squad at the forefront, I designed a programme that centred on providing grassroots clubs with the skills and tools they needed to build their brands, engage their communities, and tell their stories like never before.

The campaign kicked off with a callout film, challenging clubs across the UK to show off their creativity in a 60-second video. The response was incredible, with submissions pouring in from every corner of the country. In the end, five clubs were selected to join the Academy, embarking on a journey of workshops, events, and masterclasses. These sessions, designed in collaboration with Baiteze Squad, Samsung trainers, and football experts, covered everything from content creation to community building, all powered by cutting-edge Samsung technology like the Galaxy Ultra and Z Fold.

But I soon realised this wasn’t just about five clubs. It was about the entire grassroots football community. Every masterclass was made available online through Samsung’s platform, ensuring that anyone with a passion for the game could learn and grow. It turned into one of Samsung’s most successful campaigns in quite sometime.

For me, the most rewarding part of this journey was seeing how the project evolved. What started as a grassroots initiative alongside the tragic loss of Jeremy Wisten, gave birth to the Social Academy, a project dedicated to educating the next generation of elite sporting talent. The Social Academy builds on the principles of the Grassroots Academy, offering masterclasses and resources for young athletes to hone their craft, build their brands, and elevate their craft off the field.

This wasn’t just a campaign—it was a movement. It was about using creativity and technology to leave a lasting impact, not just on clubs, but on the individuals and communities that make grassroots football so incredible.