The One World Futbol Project produces and sells an ultra-durable soccer ball that can be used in the harshest of environments. This case study provides a close examination of how the organization addresses paradox specifically within the context of sport-related interventions in underserved communities. The organization confronts the existing paradoxes of equipping and promoting soccer as the global game. But also contends with two paradoxes it introduces: the product as a technological fix and doing good while making a profit. An analysis of promotional videos, news segments and TEDx Talks reveals that the organization effectively manages the tensions formed out of these paradoxes through multiple and varied approaches.
ASJC Scopus subject areas
- Social Psychology
- Cultural Studies
- Sociology and Political Science