Lenovo wants to be more than a tech company. It wants to build culture. To do so, it’s bringing soccer, art, and technology together.
Its latest campaign, “Your Club, Your Canvas,” appoints artists, designers, and filmmakers as creative directors of five soccer clubs across the U.S., China, Brazil, and Italy.
Along with musician and Angel City FC investor Becky G, who serves as global ambassador, the artists will immerse themselves with the clubs to learn about the players, fans, and local culture. They will then design a limited-edition kit for their respective clubs using Lenovo’s AI-enabled devices and tools.
The five clubs are GO-Audax in Brazil, Regimen United F.C. in China, Treviso FBC 1993 in Italy, and Ballard FC and Salmon Bay FC in the U.S.
“We find this incredible intersection of sports and culture very important,” Emily Ketchen, svp and CMO of Intelligent Devices Group & International Markets at Lenovo, told ADWEEK. “As a brand, culture is something that is very important to participate in.”
Ketchen said one of Lenovo’s guiding principles is “technology for good,” with furthering human creativity as a key pillar. While the artists have yet to be selected, Lenovo is working with a production company to identify candidates who fit the mission of “Your Club, Your Canvas.”
“What we’re looking for is that unique combination of creativity and understanding the role of technology,” Ketchen said. “This is about engaging with the clubs themselves and telling those stories. The technology will be present, but it will be in a very authentic way.”
The limited-edition kits will be revealed later this summer, in time for the FIFA 2026 World Cup.
Human-driven mission
“Your Club, Your Canvas” is part of Lenovo’s Work for Humankind initiative, which aims to bring technology and humanity together. The first project told the stories of 10 women across the globe using immersive technology, offering a 360-degree view of their lives.
Since then, Work for Humankind has partnered with nonprofits like BirdLife International and Island Conservation to work with communities in Chile, China, North America, and India. In 2024, the “Meet Your Digital Self” campaign raised awareness of the role smarter technology could play in positive mental health.
