From News Desk

Lenovo announced Your Club Your Canvas, a new global initiative under its Work For Humankind platform that will appoint designers, artists and filmmakers as official Creative Directors of grassroots football clubs across Brazil, China, Italy and the United States. With musician and Angel City FC investor Becky G serving as Global Ambassador, the programme embeds young creatives within real community clubs for one season. Becky G will collaborate with each Creative Director to design a limited-edition football kit that reflects the communities behind each club, inspired by the voices of players and fans, and created using the latest Lenovo AI-enabled devices and tools.

A new generation is expressing belonging through culture, spanning fashion, design, digital storytelling and the causes and communities they choose to stand behind. Grassroots football clubs have always been anchors for connection and opportunity, yet many operate with limited resources, despite their cultural importance. Your Club Your Canvas builds on that legacy by using creativity and technology to help support the communities these clubs serve.

“This is more than just redesigning a jersey. It’s about putting creative control into the hands of communities who live the story every week,” said Becky G, Global Ambassador for the initiative. “By bringing together tech and AI with emerging creative talent, there’s a real opportunity to design the next wave of culture and what community looks and feels like for these grassroots clubs.”

Through Lenovo’s AI-enabled devices and creative technology tools, fans, players and club leadership will share their local stories, traditions and causes important to each club. They’ll be working alongside Creative Directors to bring them to life in a limited-edition football kit inspired by the people behind each club.

All net proceeds from the kit sales will be reinvested into the participating clubs and club-led initiatives, helping support community initiatives even after the season ends.

“Creatives want to help shape culture, not sit on the sidelines,” said Emily Ketchen, SVP and Chief Marketing Officer of Lenovo’s Intelligent Devices Group and International Markets. “Football clubs have always belonged to the local community and have created incredible stories grounded in a strong local identity. Our role is to give creators the tools to express their creativity. With Lenovo’s Your Club Your Canvas, we’re using AI devices and tools to support and expand that creativity. For us, Work For Humankind demonstrates the ethos of smarter technology for all, supporting people in the service of their communities. When technology helps make connections, amplifies real voices and real pride, that’s when we can help people make a difference.”

While Lenovo’s AI capabilities power global sporting events, including the FIFA World Cup, Your Club Your Canvas brings that same spirit of technology-driven impact to the local pitch.

The participating clubs were selected for their deep roots in their communities and reflect the diverse role grassroots football plays around the world.