Global athletes and leaders unite for 'Adapt2Win' campaign ahead of COP30

A new global initiative, Adapt2Win, has launched with a clear mandate: compel world leaders to urgently prioritize and fund climate adaptation ahead of the 2025 United Nations Climate Change Conference (COP30).

The campaign is backed by a coalition of elite international athletes and influential global organizations, framing climate adaptation not as a defensive measure, but as a bold driver of innovation, economic growth, and resilience. The Adapt2Win initiative features an impactful roster of world-class athletes, leveraging their global visibility to highlight the need for immediate climate action. Signatories include:

DeAndre Jordan (NBA player)
Maya Gabeira (Brazilian big wave surfer)
Misty Copeland (Acclaimed ballerina)
Raheem Sterling (Professional footballer)
Stamp Fairtex (Thai mixed martial artist)
Ferdinand Omanyala (Kenyan sprinter)

Collectively, they are demanding urgent investment in innovative solutions that protect people, communities, and ecosystems from the rapidly accelerating impacts of climate change.

The timing of the launch is critical, coming just weeks before COP30. The campaign starkly highlights the growing adaptation finance gap. In 2024 alone, global climate shocks, including natural disasters and severe weather, resulted in an estimated $417 billion in economic losses. Despite this staggering figure, less than 10% of all global climate finance is currently allocated to adaptation solutions.

Adapt2Win urges governments to channel significant resources into the infrastructure, technology, and protective measures necessary to help communities withstand extreme weather and safeguard public health. The initiative is supported by a robust network of partners, including the Gates Foundation, Wellcome, Global Citizen, the Global Center on Adaptation (GCA), Power Shift Africa, and the Africa Adaptation Initiative (AAI), among others.

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.

Ana Toni, CEO, COP30: "COP30 will be a pivotal moment for the world to come together and confront the realities of climate change. 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.''

The multimedia campaign will feature an Open Letter signed by 41 athletes, a series of video spots, and out-of-home (OOH) advertisements deployed across Belém, Rio, and São Paulo during COP30. Additionally, the campaign will profile five compelling adaptation success stories from Brazil, Cameroon, Kenya, and Sierra Leone, showcasing the innovation of entrepreneurs and community leaders.

www.adapt2win.org

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