The brand’s global initiative, Lay’s RePlay arrives in Brazil and will have as ambassador the captain of the fifth championship in Brazil, Cafu. The project aims to encourage the practice of sports and thus generate a positive impact on communities in socioeconomic vulnerability through the power of football.
In the project, carried out in partnership with the UEFA Foundation and streetfootballworld, the brand reused empty snack packages in the construction of a sustainable football field in Santana do Parnaíba (SP).
In addition to infrastructure, Lay’s RePlay will offer sports-educational programs to promote long-term social impact. Therefore, the activities made possible by the initiative rely on the expertise of partners – streetfootballworld (global), love.fútbol (local) and Fundação Eprocad (local) – and use the power of physical activity and football to address social issues that affect , mainly, the local communities.
The program is designed and evaluated on four main fronts: creating a sense of belonging, increasing engagement, promoting safety and access to sport. In Brazil, specifically, it will be aimed at young people between 13 and 17 years old and will provide social, emotional and physical development through football sessions using the Football3 methodology.
Developed by streetfootballworld, the method aims to foster social inclusion and promote essential life skills, such as teamwork and fair play. At least 100 young people should benefit from the initiative in the next 12 months.
“This is a project that makes perfect sense, as it fulfills the brand’s global purpose of providing joy and bringing people together through sport. We are very pleased to carry out an initiative that will transform life stories”, says Cecilia Dias, vice president of marketing at PepsiCo Brazil.