Lenovo and Becky G Put Artists in Charge of Grassroots Football Kits

Lenovo's latest campaign puts emerging artists inside real grassroots football clubs and asks them to design the kit.

The initiative, titled "Your Club Your Canvas," is part of Lenovo's Work for Humankind platform and appoints designers, artists, and filmmakers as Creative Directors at five clubs.

Becky G, a Latin Grammy nominee, Academy Award nominee, and investor in Angel City FC, serves as the initiative's global ambassador, working directly with each Creative Director on the kit designs.

All net proceeds from kit sales will go directly back into the participating clubs and their community initiatives.

Lenovo is also the Official Technology Partner of FIFA World Cup 2026 and the FIFA Women's World Cup 2027.

Becky G, the Kits, and How It Works

The five clubs featured are Ballard FC and Salmon Bay FC in the U.S., GO-Audax in Brazil, Treviso FBC 1993 in Italy, and Regimen United F.C. in China.

Each Creative Director will spend a season embedded with their club, learning from players, fans, and local communities before designing a limited-edition kit using Lenovo's AI tools.

The kits will be revealed later this summer, timed to the FIFA World Cup 2026 opening.

Becky G's background spans music, business, and community advocacy, giving the campaign a face that works across the Latin American and U.S. markets where several of the clubs are based.

Becky G addressed the campaign in the campaign's official press release.

"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," she said.

"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."

She was also named to the TIME100 Next list in 2025, which highlights her influence across music and community representation.

Lenovo's Wider Football Push

The "Your Club Your Canvas" campaign runs alongside a separate David Beckham partnership that Lenovo announced in March, with a global marketing campaign going live in May ahead of the World Cup.

The Beckham partnership focuses on Lenovo's AI-driven sports technology solutions, covering team performance, fan experience, and stadium operations.

Together, both campaigns give Lenovo two very different ways into the World Cup conversation.

The kits will be revealed later this summer, timed to the FIFA World Cup 2026 opening.

The Lenovo campaign shows how a technology brand can build cultural relevance through community-level participation:

• Embed the product in the creative process: Using Lenovo's AI tools as the design medium makes the technology central to the output.
• Choose ambassadors whose personal investment matches the brief: Becky G's stake in Angel City FC supports her role in a grassroots football campaign.
• Route proceeds back to the communities featured: Reinvesting kit sales into the clubs makes this a verifiable community effort.

For a technology brand, having a community story running alongside an elite partnership gives its World Cup presence more depth and range.

Our Take: Is "Your Club Your Canvas" a Strong World Cup Activation?

We think so, and the proceeds model is its strongest point.

A lot of brands build campaigns around community focus during major tournaments.

However, Lenovo's decision to route all kit sale revenue back into the clubs makes the community brand positioning much more credible.

At the same time, it gives the campaign something to report on after the kits are revealed.

The five-club structure also means there are five distinct local stories to tell across social media, making for an efficient content generation model.

Technology brands building cultural relevance through sports sponsorship need agencies that understand how to connect platform credentials with community-level storytelling.

Explore the top sports marketing agencies in our directory.