Elite Athletes and Global Leaders Unite to Launch Adapt2Win, a Bold Climate Adaptation Campaign Ahead of COP30
Today marks the worldwide debut of Adapt2Win, a powerful new campaign uniting elite athletes, global organizations, and community leaders to call for urgent investment in climate adaptation. The initiative challenges world leaders to prioritize funding for innovative, life-saving solutions that can protect people, ecosystems, and economies from the mounting threats of climate change.
Led by a diverse group of international sports icons—including NBA star DeAndre Jordan, Brazilian big-wave surfer Maya Gabeira, renowned ballerina Misty Copeland, professional footballer Raheem Sterling, Thai mixed martial artist Stamp Fairtex, and Kenyan sprinter Ferdinand Omanyala—Adapt2Win turns the spotlight on the global need for resilience and adaptation. These athletes, known for pushing human limits, are lending their influence to champion bold climate action that empowers communities on the frontlines of change.
Supported by leading organizations such as the Gates Foundation, Wellcome, Ban Ki-moon Centre, Global Citizen, Global Center on Adaptation (GCA), Power Shift Africa, Africa Group of Negotiators Expert Support (AGNES), PACJA, Africa Adaptation Initiative (AAI), Global Health Visions (GHV), TomorrowNow, Seed Global Health, Embrapa, and Ação da Cidadania, Adapt2Win positions adaptation not as an afterthought but as a driving force for innovation, economic opportunity, and human resilience.
Reframing Adaptation Ahead of COP30
As the world prepares for the 2025 United Nations Climate Change Conference (COP30) in Brazil, Adapt2Win arrives at a pivotal moment. The campaign, created by global advocacy agency WRTHY, redefines adaptation as a bold, achievable strategy—one that can transform vulnerability into strength. By merging the influence of culture, sport, and global advocacy, Adapt2Win seeks to inspire both policymakers and the public to see adaptation as an engine for progress rather than a concession to crisis.
The urgency is clear. In 2024 alone, climate-related disasters caused an estimated $417 billion in economic losses worldwide. Yet, less than 10% of global climate finance is currently allocated to adaptation. Adapt2Win calls on governments, businesses, and institutions to bridge this gap by channeling resources into infrastructure, technology, and public health protections that help communities withstand extreme weather and thrive amid change.
Voices from the Frontlines
“For me, this is personal,” said Raheem Sterling, professional footballer and founder of the Raheem Sterling Foundation. “I was born in Jamaica, and I’ve seen how climate change is reshaping life across the Caribbean—from stronger hurricanes to rising health risks. Through my Foundation’s work on mosquito-borne disease prevention, I’ve witnessed how simple, community-led solutions can make a huge difference. COP30 is the moment for leaders to back those solutions with the resources we need to protect lives and give young people everywhere a chance to thrive.”
Across the world, communities are already demonstrating that adaptation works. From SMS drought alerts in Kenya, to heat-resilient maternal healthcare in Sierra Leone, and targeted malaria prevention programs in Cameroon, local innovations are proving that adaptation not only saves lives but also drives sustainable growth and stability.
“COP30 will be a turning point for global climate action,” said Ana Toni, Chief Executive Officer of the 2025 United Nations Climate Change Conference. “Adapt2Win highlights the urgency of adaptation and reminds us that every sector—from governments to businesses to sports—has a role to play in creating change. As the host of COP30, Brazil is committed to ensuring that adaptation is placed at the center of the global climate agenda.”
Adaptation as a Catalyst for Progress
Adapting to climate change is about far more than survival—it represents an opportunity to reimagine economies and strengthen societies. “Climate change is making it harder for people everywhere to live healthy, secure lives,” said Bill Gates, Co-chair of the Gates Foundation. “Investing in adaptation isn’t just about managing today’s extreme weather; it’s about creating opportunities for a more resilient and sustainable future. By scaling up adaptation efforts now, we can help communities withstand growing risks and unlock lasting progress.”
This sentiment is echoed across the campaign’s coalition of partners. “The evidence is clear that climate change is already harming human health and putting lives at risk around the world,” said Julia Gillard, Chair of the Wellcome Trust. “We urgently need to invest in and implement evidence-based solutions that allow populations to adapt while protecting their health. We must act now to ensure science and policy deliver solutions for everyone, everywhere.”
Culture, Sport, and Collective Action
By uniting the influence of global athletes and advocates, Adapt2Win bridges the gap between public awareness and political will. “Adapt2Win injects fresh energy into the adaptation space by harnessing the power of culture and sport,” said Jenifer Willig, CEO of WRTHY. “Collaborating with athletes who represent resilience, determination, and hope helps redefine adaptation as a bold, achievable strategy—one that is both necessary and inspiring.”
The campaign also shines a spotlight on individuals and communities already leading the way. Through multimedia storytelling, Adapt2Win will share five powerful adaptation stories from Brazil, Cameroon, Kenya, and Sierra Leone, highlighting the creativity and courage of those building solutions from the ground up.
A Global Call to Action
Adapt2Win’s launch includes a dynamic Open Letter, signed by 41 elite athletes, urging governments to increase climate adaptation funding. The initiative will also roll out a series of impactful video campaigns, large-scale out-of-home (OOH) ads across Belém, Rio de Janeiro, and São Paulo during COP30, and digital activations reaching millions worldwide.
At its core, Adapt2Win is more than a campaign—it’s a global movement. It reminds the world that building resilience today is the only way to secure a safer, healthier tomorrow. With the combined voices of athletes, scientists, policymakers, and citizens, Adapt2Win embodies the message that adapting to climate change is not just possible—it’s powerful, achievable, and essential for the future of humanity.
About Adapt2Win
Adapt2Win is a global climate adaptation campaign created by WRTHY, in partnership with leading global organizations. The campaign seeks to reframe adaptation as an inspiring and actionable path forward, using the universal power of sport and storytelling to unite people behind a shared vision: a world that can thrive in the face of climate change.