Adapt2Win. /PHOTO ; credit-adapt2winorg
A coalition of world-renowned athletes and organizations has come together under a bold new campaign, Adapt2Win, to demand urgent action and investment in climate adaptation.
Unveiled globally on October 27, 2025, the campaign calls on world leaders to prioritize adaptation financing ahead of the 2025 United Nations Climate Change Conference (COP30) in Belém, Brazil.
Led by elite sports figures including NBA player DeAndre Jordan, British footballer Raheem Sterling, Brazilian big wave surfer Maya Gabeira, ballerina Misty Copeland, Thai martial artist Stamp Fairtex, and Kenyan sprinter Ferdinand Omanyala, Adapt2Win positions climate adaptation as more than an environmental issue it is a fight for resilience, opportunity, and survival.
The campaign is supported by a powerful coalition of partners, including the Gates Foundation, Wellcome, the Ban Ki-moon Centre, Global Citizen, the Global Center on Adaptation (GCA), Power Shift Africa, the Africa Group of Negotiators Expert Support (AGNES), PACJA, the Africa Adaptation Initiative (AAI), Global Health Visions, TomorrowNow, Seed Global Health, Embrapa, and Ação da Cidadania.
With COP30 just weeks away, Adapt2Win underscores a critical moment for global leaders to bridge the growing adaptation finance gap.
The call comes amid record-breaking climate shocks in 2024, which caused $417 billion in economic losses worldwide; yet, less than 10 percent of all climate finance was directed toward adaptation solutions.
The campaign argues that adaptation must be viewed not as a cost, but as a catalyst for innovation, economic growth, and community resilience.
It urges governments to channel funding into infrastructure, technology, and local solutions that help people withstand extreme weather and protect 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.”
Across Africa, where droughts, floods, and rising temperatures are intensifying, the campaign resonates deeply.
Adapt2Win highlights several community-driven examples of adaptation already in motion: SMS drought alerts in Kenya, heat-resilient maternal healthcare in Sierra Leone, and targeted malaria prevention in Cameroon.
These initiatives demonstrate that adaptation not only saves lives, it also strengthens local economies and supports sustainable development.
“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.”
For Africa and other regions on the frontline of the climate crisis, the message is clear: adapting to climate change is not optional, it is essential.
“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 uses the power of sport and culture to reframe adaptation as a dynamic and achievable global priority.
It brings together athletes, innovators, and local leaders who embody resilience and determination the same qualities needed to face climate change.
“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.”
The campaign will feature a multimedia rollout, including an Open Letter signed by 41 athletes, video messages, and outdoor ads across Brazil during COP30.
It will also spotlight five adaptation stories from Brazil, Cameroon, Kenya, and Sierra Leone, profiling communities and entrepreneurs leading the fight against climate change.
“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 a way that protects their health. We must act now to protect people and ensure science delivers solutions for everyone, everywhere,” Julia Gillard, Chair of the Wellcome Trust, echoed this urgency:
Adapt2Win reminds the world that adaptation is not about surrender; it is about survival and strength.
By investing in women, youth, and local solutions, the campaign envisions a future where communities everywhere can truly adapt to win.
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.
About WRTHY
WRTHY is an award-winning social impact agency dedicated to tackling complex social and environmental issues and driving meaningful change.
Uniting experts from the worlds of business, marketing, policy, media, and entertainment, creating innovative ways to deliver meaningful impact at scale.
Founded in 2017, WRTHY has teams around the world, including the US, UK, Nigeria, Kenya, Brazil, and India.
