Led by the adidas Foundation in partnership with GIZ, the initiative has now been extended through to September 2026, continuing its work in the Peshawar and Mardan regions of Khyber Pakhtunkhwa. The programme uses sport as an entry point to promote gender equity, inclusion and resilience, while equipping young people and educators with the tools to challenge harmful norms and create safer, more supportive environments for girls.

Building Capacity Through Sport for Development

At the heart of the programme is a holistic S4D framework focused on three interlinked pillars: strengthening sports education by training teachers in government schools; empowering young leaders through leadership, gender equality and community mobilisation training; and delivering structured school-based sessions addressing harassment, gender-based violence and positive masculinity.

This systems-based approach reflects a growing shift within the sport for development sector – moving beyond one-off projects towards embedding social outcomes within existing education and community structures. As Philipp Lieser, Programme Manager at the adidas Foundation, explains:

“This collaboration demonstrates the power of uniting diverse partners behind a common vision and leveraging the universal language of sport. Together, we are driving transformative change from within existing systems and creating a lasting impact.”

Measurable Change on the Ground

Crucially, the impact of Game On! For Equality is being evidenced through independent evaluation. Based on research involving 880 participants and more than 700 community-based S4D sessions, the programme is delivering tangible shifts in awareness, perceptions and perceived safety.

Reported knowledge of harassment and gender-based violence rose from under 10 per cent to 98 per cent, while girls’ perceived safety in public spaces increased by 36 per cent. Attitudes among boys towards progressive gender roles also showed significant improvement. Through the training of 32 young leaders, the programme has reached more than 8,000 students, nearly half of whom are girls.

For participants, the change is deeply personal. One young woman trained as a Young Leader reflected:

“When I joined the programme, I didn’t know what gender equality was, nor that women could occupy spaces. Now, I understand gender equity, women’s rights to occupy spaces, and the impact of violence. I feel confident, and I teach the children. I see changes in myself and the students.”

From Project to Systemic Change

Looking ahead, the next phase of the initiative will focus on embedding S4D approaches within the regional education system, with targeted advisory support for government schools and deeper impact measurement. This move towards institutional integration is critical if sport-led social change is to be sustained beyond individual project cycles.

As global sport continues to position itself as a force for good, initiatives like Game On! For Equality highlight the importance of moving from aspiration to evidence-based impact. In Pakistan, the extension of the programme offers a compelling case study of how sport, when aligned with education, policy and community leadership, can contribute to more inclusive and equitable futures.