Rapper Stormzy created a community hub for young people in London with the help of Adidas. The #MerkyFC HQ is opening in Croydon, the neighbourhood in south London where he grew up. Adidas is sponsoring the youth center, which intends to bring together “Music, football, youth culture, community and gaming” into one place, a combination of many of Gen Z’s biggest interests. Stormzy has launched several social impact initiatives in the past to support young people from underprivileged backgrounds as well—like helping them to get to university and publish books. (BBC)
📈 YPulse predicted: In 2024, brands will compete to be Gen Z’s third spaces to create community and relationship
