The Alessia Russo Foundation and Adobe team up to support creativity and storytelling in girls’ grassroots football
The Lionesses went on to win the trophy. When I reflect on that day, I am positive that, in the weeks and months following, somewhere on a muddy patch of grass, a girl laced up her boots for the first time with that goal still fresh in her mind.
Bringing creativity and sport together
The Alessia Russo Foundation was created to take moments like that iconic goal and use them as the fuel that inspires girls across the UK to get into football and, through its power, reach their full potential on and off the pitch.
The Foundation’s motto – “Play with pride, learn with purpose, live with power” – resonates strongly with our own mission. We want to empower everyone to create – a mission that stems from our belief that creativity is a vehicle through which everyone can learn and grow, irrespective of their background.
When I heard Alessia’s vision for her foundation, I knew that Adobe would be the perfect partner to bring this to life. We're incredibly proud to support purpose-led organisations like The Alessia Russo Foundation – and through Adobe Express, we are able to help them tell the stories of the meaningful work that they do effectively and efficiently.
Tackling the everyday challenges of third sector organisations
Teams of dedicated and passionate people make grassroots football possible, but these are also people who are already spinning a lot of plates, often in voluntary roles – coaching, safeguarding, logistics, fundraising, community outreach. Understandably, the branding and marketing side of things sometimes has to fit in around the edges.
"There are incredible people working, volunteering, and playing at clubs across the country. But too often, amateur sides in particular lack the time, money, or skills needed to create content that gives our game the attention it deserves.”
- Alessia Russo
Telling those stories matters. After all, parents want to see progress, communities want to understand impact, and sponsors want to know how their support is improving lives. And, of course, the actual players love to see themselves reflected in what’s being shared.
That’s the gap we wanted to help close.
Adobe supported The Alessia Russo Foundation to create its brand and to establish brand kits. This enables them to stay consistent with their visual identity across formats and platforms when they use Adobe Express to create their social media posts, flyers, presentations, and other assets.
All of this is important because while creative tools can enhance a brand’s presence and reputation, they shouldn’t overwhelm the people whose primary work is to fulfil the organisation’s mission, especially in a sector where resources, and budgets, are stretched.
The pre-set templates the Foundation uses help create structure. The video creation tools turn matchday moments into something they can share in minutes. And the generative AI features mean that no one needs to have a design degree to create something that looks both professional and captivating. Technology should stay quietly in the background, making things easier without getting in the way of the mission.
Building the pipeline, both on and off the pitch
As women’s football continues to grow, it’s important that grassroots organisations can scale up and welcome more girls to the game to help feed the pipeline of talent and future champions.
Adobe’s work with The Alessia Russo Foundation is about creatively enabling the many inspirational people who are already putting in the hard yards to unlock more opportunities for girls at grassroots level.
" In football, we say ‘leave the shirt better than you once found it.’ Inspiring the next generation can create such a ripple effect.”
- Alessia Russo
By giving them creative tools that work around their reality, my hope is that we can help amplify their efforts, so they’re seen by more people, ultimately bringing more girls and women into the beautiful game. And we couldn’t be prouder to play a part in that.
It’s wonderful to already see the momentum with our existing partnerships in the women’s game. With Adobe’s partnership with the Women’s FA Cup, we are helping clubs grow their influence, empower fans to share their love of the game, and inspire the next generation of footballers. And as the proud lead sponsor of Camden Town WFC, we’re helping a team that’s on the rise to better connect with its fans and promote its brand.
"The progress made so far in showcasing women’s football is amazing, but if we want to continue this, Adobe’s mission to support clubs across the footballing pyramid through the power of creative technology will be pivotal. By doing so, the game will touch millions more, empower women and girls everywhere to fulfil their dreams and, in turn, leave a lasting legacy to be proud of.”
- Alessia Russo
Start telling your story
In the modern game, the challenge isn’t a lack of stories. From moments like Alessia’s iconic strike against Spain, to a young girl putting on a pair of boots for the first time, the stories are there.
Now, it’s about using creative tools to share more authentic stories, highlight impact, and encourage more participants and supporters across communities, the country, and the world. Whether you're in grassroots sport or any mission-driven organisation, the challenge is the same: finding the time and resources to tell your story well. And I personally can’t wait to see what stories are told.
If you're running a club, coaching a team, or volunteering in grassroots sports, we want to help. Start telling your story. Download Adobe Express today—it's free to get started."