Group Creative Director - Positioning/Experiential/Social
2SOX1GOAL is a grass roots movement to help rid soccer of racism in the UK and around the world. On a Saturday in London an event took place where young kids played soccer wearing One Black Sock and One White Sock to make a statement and unite everyone against racism.
Using social media the event gained momentum and was filmed by the BBC as part of a documentary on racism in sport. The film of the event was shown on the Stadium screen at the Premier League club Crystal Palace, along with pitch-side banners, and also across social media channels.
Since the live event the English Football Association and FIFA have shown interest in taking the idea further. A collaboration between sports companies like Nike and adidas would also send a message of unity tot he soccer world.