05:00, 02 April 2026
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
For all the momentum behind girls’ football right now, something still doesn’t quite add up. Interest is soaring, thanks in no small part to the England women's national football team, but access, confidence, and opportunity haven’t caught up.
That’s why the new partnership between Adobe and Bloomsbury Football Foundation feels refreshingly different. Their “Kick & Create” camps aren’t just about drills and matches, they’re about giving girls a fuller way into the game.
Giving young people a genuine stake in the game can change how they see it and themselves. That idea comes to life as participants from the Bloomsbury Football Foundation step into the role of creators, tasked with designing the official mascot for the Adobe Women’s FA Cup Final. It’s a symbolic shift, but an important one: the next generation isn’t just watching football, they’re helping define its identity.
At the same time, Adobe is extending that opportunity beyond the pitch. Its Fan Made competition invites the public to submit original patterns using Adobe Express, with the winning design set to feature on the official kit unveiled at the final to be worn by both the mascot and Bloomsbury’s player escorts.
But this isn’t just about visibility or creative flair. It’s about access. For every design entered, Adobe will donate £10 to Bloomsbury Football Foundation, directly funding more places at its camps.
And that matters more than it might seem.
Because football today isn’t just what happens on the pitch. It’s the social posts, the branding, the storytelling, the culture. The people who create those things help define the game just as much as the players do. So why not open those doors earlier?
Former England and Arsenal star Karen Carney put it plainly: “I was once the only girl at my football camp. It was tough. That’s why I know how much it matters to have a space that genuinely feels like it was made for you. These camps do that. They take two things that many young girls love, kicking about a football and being creative, bringing them together in one safe place for girls to express themselves and have fun.”
There’s also a practical reality here. Parents say they struggle to find affordable, structured activities for their daughters. Girls, meanwhile, are more likely to get involved when creativity is part of the mix. So combining the two is a smart play.
Linking the programme to the Adobe Women’s FA Cup Final—through things like mascot and kit design—adds another layer. It connects young participants to the highest level of the game, showing them that their ideas, and their footwork, have a place there.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Bloomsbury Football Foundation. This Foundation is using the power of football to change lives. They work with thousands of young people to tackle barriers that prevent them from playing football and enriching their physical and mental wellbeing. Learn more here.
Football Beyond Borders. This social inclusion and education charity works to help motivate young people who are passionate about football to continue on with their studies, gain skills and ease the transition into adulthood. Discover their work here.
Girls United Football Association. This charity works mainly in London and Mexico to make sure girls have equal opportunities on and off the pitch. They run coaching sessions and clubs to empower local girls to become more confident in themselves. Find out more here.
This positive news article aligns with the UN SDG Reduced Inequalities.
