adidas sportswear x Common Goal

Not Inspired by. Built With.

Common Goal and adidas Sportswear are partnering around a shared belief: Through sports we have the power to change lives and football plays an incremental role - especially when communities are centred in how the game is built, funded, and experienced.

Our partnership starts with a simple idea: if you’re going to take inspiration from communities, you start by showing up and listening.

House of Tiro is the canvas for that approach – adidas Sportswear’s football-inspired lifestyle line shaped by the culture beyond matchday, where football becomes identity, expression, and community. Through workshops with Common Goal community organisations, that culture is connected back to the people using football for social change every day and turning real conversations into design cues.

“The House of Tiro x Common Goal collection signals an approach to collaboration in football that recognises where the heartbeat of the game truly lives. By choosing to show up, co-create and ensure fair representation, this partnership puts community leadership at the forefront, moving beyond inspiration to true, on-the-ground impact,” Mary Connor, Executive Director Common Goal

This is a chapter-based series. Each chapter begins with time together and by bringing community partners into the process early, before anything is designed.

The format is simple: workshops first, design second. Those sessions shape the details and direction of the collection – with community partners at the centre of the process.

Importantly, this partnership is also designed to give back: 1% of House of Tiro’s global net sales (up to EUR 2 million) supporting the organisations and communities involved and helping expand football for good worldwide through Common Goal.

The first chapter of our series has launched with Kızlar Sahada (Girls on the Field) in Turkey.

Kızlar Sahada works to empower girls and women of all ages through football, challenging the idea that the game is “for men.” In a context where gender stereotypes still limit participation, they create safe, structured opportunities for girls – including football schools in disadvantaged areas, clinics for girls and mixed groups, and programmes that combine football with life skills and gender equality learning. Their goal is simple and ambitious: to bring more women and girls onto the field, and to help ‘unstereotype’ gender roles through sport.

Kiraz Öcal, Co-Founder of Kızlar Sahada:

“As a community partner, we brought together girls, women coaches, and parents in Istanbul with the Common Goal and adidas design teams. We shared our journey from the streets to the stadium and our unique football experiences. The game is ours, and so is the story. By weaving our culture and lived experiences into the process, adidas has initiated a living design series. Through this, we believe we are building a strong connection with women and girls around the world—and inspiring them along the way.”

This partnership is being built across different communities and contexts. From Istanbul to Mexico City. From New York to Fortaleza. Different realities, shared values, and a belief that football’s cultural reach can widen visibility for the work happening closest to the ground.

"This project has been a powerful reminder that the culture of football is shaped far beyond the pitch. Spending time with these communities, listening to their stories firsthand, and seeing the impact they are creating has been both inspiring and humbling for us. It was a privilege to be welcomed so warmly by the young people, families and community members who shared their time, stories and energy with us, and to learn from those creating real change in their communities. Through this collaboration, we hope to help amplify the voices of these communities and the people working every day to create opportunity, offer support and drive meaningful change."  - Senior Product Manager Camilla Bandinelli

More chapters will follow with additional community partners.