Since 2022, Impact Hub Network has partnered with adidas Community Lab, alongside i.e. Industry Education and Black Ambition, to co-create a dynamic support programme for underrepresented social entrepreneurs reshaping access to sport. This collaboration demonstrates how brands can drive systemic economic and social change by investing in inclusive entrepreneurship.

The programme tackles the structural opportunity gaps faced by BAME and BIPOC founders by combining direct funding with tailored technical support. Entrepreneurs gain not only capital but also access to mentorship, business training, and a global network—key ingredients for transforming early-stage ventures into sustainable, community-rooted businesses.

In 2024–2025, the initiative expanded beyond Portland to five major cities—Atlanta, Houston, Los Angeles, New York, and Toronto—showcasing adidas’ commitment to seeding innovation where it matters most: in communities. This growth reflects a powerful evolution in brand innovation—centering deep, authentic engagement that builds trust, drives long-term impact, and strengthens brand purpose through community-rooted action.