Elite Athletes Join Forces With Global Leaders to Launch Adapt2Win , a Bold Climate Adaptation Campaign Ahead of COP30

Today marks the global launch of Adapt2Win, a powerful new campaign calling on world leaders to prioritize and fund climate adaptation. Backed by elite athletes from across the globe—including NBA player DeAndre Jordan, Brazilian big wave surfer Maya Gabeira, acclaimed ballerina Misty Copeland, professional footballer Raheem Sterling, Thai mixed martial artist Stamp Fairtex, Kenyan sprinter Ferdinand Omanyala, and more—the initiative demands urgent investment in innovative solutions that protect people, communities, and ecosystems from the accelerating impacts of climate change today.

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Adapt2Win is supported by partners including 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. The campaign positions climate adaptation not as a discretionary choice, but as a bold driver of innovation, economic growth, resilience and opportunity.

With the 2025 United Nations Climate Change Conference (COP30) just weeks away, Adapt2Win highlights a pivotal moment for world leaders to bridge the growing adaptation finance gap. In 2024, global climate shocks, including natural disasters and severe weather, resulted in $417 billion in economic losses. Yet, less than 10% of all climate finance is allocated to adaptation solutions. The campaign urges governments to channel resources into infrastructure, technology, and protections that can help communities withstand extreme weather and safeguard public health.

“For me, this is personal. 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,” said Raheem Sterling. “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.”

Adapt2Win also celebrates communities already leading the way with practical, life-saving solutions—from SMS drought alerts in Kenya, to heat-resilient maternal healthcare in Sierra Leone, to targeted malaria prevention in Cameroon. These examples prove that adaptation not only saves lives but also drives sustainable development and resilience.

“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 United Nations Climate Change Conference. “Adapt2Win highlights the urgency of adaptation and reminds us that every sector, from governments to business to sports, has a role to play in creating change. As host of COP30, Brazil is committed to ensuring adaptation is at the heart of the global climate agenda.”

Adapting to climate change saves lives—but it’s about more than just survival. It’s an opportunity to invest in solutions that build resilience, drive innovation, and promote sustainable human development. “Climate change is making it harder for people everywhere to live healthy, secure lives,” said Bill Gates, chair of the Gates Foundation. “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.”

Adapt2Win is a call to action for leaders to match the urgency of the climate crisis with bold investment in adaptation. “The evidence is clear that climate change is already harming human health and putting lives at risk around the world,” said Julia Gillard, Chair Wellcome Trust. “We urgently need to invest in and implement solutions based on credible evidence so that populations can adapt to the climate crisis in a way that protects their health. We must act now to protect people and ensure science delivers solutions for everyone, everywhere.”

Together with athletes, global organizations, and communities on the frontlines, the campaign reminds the world that building resilience today is the only way to secure a safer, healthier tomorrow. “Adapt2Win injects fresh energy into the space by leveraging the influence of culture and sport. Collaborating with global athletes, we’re redefining adaptation as a bold, achievable strategy rather than a sunk cost,” said Jenifer Willig, CEO of WRTHY.

Adapt2Win is a multimedia campaign that will consist of an Open Letter signed by 41 athletes petitioning for increased climate adaptation funding; a series of video spots led by the impactful Adapt2Win video, out-of-home (OOH) ads across Belém, Rio and Sao Paolo, Brazil throughout COP30; as well as online ads. The campaign will also highlight five powerful adaptation stories from Brazil, Cameroon, Kenya, and Sierra Leone, profiling the innovation of entrepreneurs and communities who are leading the way.

To learn more about the Adapt2Win campaign and climate adaptation, and how you can get involved, go to www.adapt2win.org.

About Adapt2Win

Adapt2Win is a bold new global advocacy campaign created by WRTHY launching ahead of COP30 that reframes adaptation as a powerful and achievable strategy rather than a debatable choice. The campaign injects fresh energy into the space by leveraging the influence of culture and sport. Collaborating with global athletes and supported by global advocacy partners, Adapt2Win is redefining adaptation as a bold, achievable strategy. Partners include 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.

To find out more, visit adapt2win.org and follow us onInstagram, X, andFacebook.

About WRTHY

WRTHY is an award-winning social impact agency built to take on complex social and environmental issues and accelerate change. Uniting experts from the worlds of business, marketing, policy, media and entertainment, we create innovative ways to deliver meaningful impact at scale. Impact-led and experience-driven, we use data, creativity and humanity to conceive smart strategies, new funding models, powerful brands, compelling advocacy and imaginative campaigns. Founded in 2017, WRTHY has teams around the world including the US, UK, Nigeria, Kenya, Brazil, and India. Our clients include the Gates Foundation, ChildFund International, lululemon, Project Dandelion, Adapt2Win, VOW for Girls, Lifepack, The ONE Campaign, and more. To find out more, visit WRTHY.com and follow us on Instagram, X, and LinkedIn.

Full List of Participating Athletes

1. Adaobi Tabugbo, Nigerian Track & Field Athlete
2. Beth Mead, British Footballer
3. Bongi Mbonambi, South African Rugby Player
4. Breanna Stewart, American Basketball Player
5. Danielle Alakija, Fijian Track & Field Athlete
6. David Edwards, Nigerian Tennis Player
7. David Popovici, Romanian Swimmer
8. DeAndre Jordan, American Basketball Player
9. Lijirin Doyinsola Modesayor, Nigerian Basketball Player
10. Ekta Bhyan, Indian Para Club Thrower
11. Esse Akida, Kenyan Footballer
12. Ferdinand Omanyala, Kenyan Track & Field Athlete
13. Grace Adhiambo Okulu, Kenyan Rugby Player
14. John Olu Okoth, Kenyan Rugby Player
15. Joy Juma, Kenyan Karate Athlete
16. Kenneth Omeruo, Nigerian Footballer
17. Kevin Wekesa, Kenyan Rugby Player
18. Laura Crane, British Big Wave Surfer
19. Lukhanyo Am, South African Rugby Player
20. Marylove Edwards, Nigerian Tennis Player
21. Maya Gabeira, Brazilian Big Wave Surfer
22. Mayar Sherif, Egyptian Tennis Player
23. Mike Buckley, American Sailor
24. Misty Copeland, American Ballet Dancer
25. Ox Nché South, African Rugby Player
26. Pops Mensah-Bonsu, Ghanaian Basketball Player
27. Raheem Sterling, British Footballer
28. Rasheedat Ajibade, Nigerian Footballer
29. Rena Wakama, Nigerian Basketball Coach
30. Samuel Asati, Kenyan Rugby Player
31. Seun Adigun, Nigerian Bobsled Athlete
32. Stamp Fairtex, Thai Mixed Martial Artist
33. Tamires Dias, Brazilian Footballer
34. Tierna Davidson, American Footballer
35. Tre Jones, American Basketball Player
36. Trevor Nyakane, South African Rugby Player
37. Tyson Juma, Kenyan Track & Field Athlete
38. Victor Boniface, Nigerian Footballer
39. Vivian Corazone Aquino, Kenyan Footballer
40. Keira Walsh, British Footballer
41. William Troost-Ekong, Nigerian Footballer

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