Wieden+Kennedy Amsterdam Teams with Non-Profit to Empower Young Refugees Through Sports
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Last week, Wieden+Kennedy Amsterdam launched a visually striking campaign to announce the arrival of Klabu, a non-profit that is building sports clubs in refugee camps and settlements. The global number of refugees, most of whom are fleeing war and persecution, has surpassed 25 million and is at its highest since World War II. And more than half are under 18 years old. While working in a number of refugee camps, Klabu founder Jan van Hövell was witnessing firsthand the long days and difficult conditions, in which the spirit of sports could be a powerful antidote to boredom. Klabu’s mission is to empower young refugees by providing facilities, equipment, and clothing.
The design of the Kalobeyei Spirit sports kits, from both the home and away shirts to the shorts and socks, combines African craft to honor its story and a contemporary look to position the pieces for streetwear. 100% of everything the Klabu Foundation fundraises goes towards the foundation, with the ultimate goal of recreating this simple and sustainable concept in other refugee settings around the globe.
To kickstart the official launch of KLABU (meaning “club” in Swahili), the foundation tapped The Kennedys, Wieden+Kennedy’s Amsterdam-based “creative accelerator” to create a complete campaign, including a documentary, a 30-page print booklet, a series of films, creative assets for the @theklabu Instagram channel and portraits of refugees and locals living in Kalobeyei, captured by photographer Coco Olakunle (an ex-Kennedy).
All Photography by Coco Olakunle