Global Athletes Unite Behind ‘Adapt2Win’ Campaign Calling for Urgent Climate Adaptation Investment Integrates
A powerful new global initiative, Adapt2Win, officially launched today, rallying world leaders to prioritize and fund climate adaptation as an urgent, life-saving necessity. Backed by a coalition of elite athletes, major organizations, and development leaders, the campaign demands bold action and greater investment in solutions that protect people, communities, and ecosystems from the accelerating impacts of climate change.
Fronted by world-renowned sports figures—including NBA star DeAndre Jordan, Brazilian big wave surfer Maya Gabeira, acclaimed ballerina Misty Copeland, professional footballer Raheem Sterling, Thai MMA champion Stamp Fairtex, and Kenyan sprinter Ferdinand Omanyala—Adapt2Win leverages the unifying power of sports to make a critical call: climate adaptation cannot wait.
The campaign is supported by a formidable coalition of global partners, including the Bill & Melinda Gates Foundation, Wellcome, the Ban Ki-moon Centre, Global Citizen, the 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. Integrates
Together, these partners are positioning adaptation not as a secondary response to climate change, but as a catalyst for innovation, resilience, economic growth, and opportunity.
A Call Ahead of COP30
With the 2025 United Nations Climate Change Conference (COP30) just weeks away, Adapt2Win underscores a decisive moment for world leaders to close the widening adaptation finance gap. In 2024 alone, global climate-related disasters and extreme weather events caused an estimated $417 billion in economic losses. Yet, less than 10% of all climate finance currently supports adaptation measures.
Adapt2Win challenges governments to dramatically scale investment in resilient infrastructure, emerging technologies, and public health protections that help communities withstand climate shocks—from floods and heatwaves to food insecurity and disease. Integrates
“For me, this is personal,” said Raheem Sterling, professional footballer and Adapt2Win ambassador. “I was born in Jamaica, and I know how climate change is already reshaping life across the Caribbean—from stronger hurricanes to rising health risks. Through my Foundation’s work on mosquito-borne disease prevention, I’ve seen 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.”
Communities Leading the Way
While global funding remains limited, Adapt2Win celebrates the grassroots innovators already transforming climate resilience on the ground. From SMS drought alerts in Kenya, to heat-resilient maternal health clinics in Sierra Leone, and targeted malaria prevention programs in Cameroon, these community-driven solutions are saving lives and building sustainable futures.
These stories serve as proof that climate adaptation is not only about survival—it’s about progress. By investing in proven, local innovations, nations can boost resilience, reduce inequality, and drive development even in the face of worsening climate impacts.
Leadership Voices Call for Urgent Action
“COP30 will be a pivotal moment for the world to come together and confront the realities of climate change,” said Ana Toni, Chief Executive Officer of the 2025 UN Climate Change Conference. “Adapt2Win highlights the urgency of adaptation and reminds us that every sector—from government to business to sport—has a role to play in creating change. As host of COP30, Brazil is committed to ensuring adaptation remains at the heart of the global climate agenda.”
Bill Gates, chair of the Gates Foundation, echoed this sentiment, emphasizing that adaptation investments represent an opportunity for transformation rather than an expense.
“Climate change is making it harder for people everywhere to live healthy, secure lives,” Gates said. “Investing in adaptation is not only about protecting communities from 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 climate risks and unlock the potential for lasting progress.” Integrates
Julia Gillard, Chair of the Wellcome Trust, added, “The evidence is clear that climate change is already harming human health and putting lives at risk around the world. We urgently need to invest in and implement solutions based on credible evidence so that populations can adapt to the climate crisis in ways that protect their health. We must act now to ensure science delivers solutions for everyone, everywhere.”
Redefining Adaptation Through Sports and Culture
Adapt2Win’s organizers are taking an innovative approach to global advocacy—using the universal language of sports to inspire action and solidarity. “Adapt2Win injects fresh energy into the space by leveraging the influence of culture and sport,” said Jenifer Willig, CEO of WRTHY, the creative agency behind the campaign. “Collaborating with global athletes, we’re redefining adaptation as a bold, achievable strategy rather than a sunk cost.”
A Multimedia Movement for Change
The Adapt2Win campaign will unfold across multiple platforms, featuring:
- An Open Letter signed by 41 athletes, urging world leaders to commit to greater climate adaptation funding.
- A series of video messages and short films, including the flagship Adapt2Win video.
- Outdoor (OOH) advertisements across Belém, Rio de Janeiro, and São Paulo during COP30.
- A suite of digital and social media activations spotlighting five powerful adaptation stories from Brazil, Cameroon, Kenya, and Sierra Leone. Integrates
Through storytelling, athlete advocacy, and public mobilization, Adapt2Win aims to shift adaptation from the sidelines of global climate policy to its rightful place at the center of the solution.
Adapt2Win ultimately delivers a clear message: to protect our future, we must adapt now. By investing in resilience, empowering local innovators, and rallying every sector—from government to sports—this campaign is turning adaptation into action, and action into hope for a safer, stronger, and more sustainable world.