Adobe Launches Fan-Designed Mascot Campaign for Women's Football

Adobe rolled out a community co-creation campaign called 'Fan Made' in partnership with Bloomsbury Football Foundation. The initiative centers on Adobe Express as the design tool for creating the first mascot for the Adobe Women's Cup.

The campaign opens design participation to fans through a £10 donation per shirt submission. Marina Purkiss announced the initiative via LinkedIn on April 3, positioning the effort as both a fundraising mechanism and a proof point for Adobe Express's accessibility.

The structure: fans pay to submit, Adobe provides the platform, Bloomsbury Football Foundation receives the proceeds. The mascot design component adds a participatory hook to what functions primarily as a donation drive with creative output.

Adobe's sponsorship of the Women's Cup creates the campaign context. Rather than traditional advertising, the company activates its product: Adobe Express as the infrastructure for fan engagement. Participants use the tool to generate designs that feed both the fundraising goal and Adobe's positioning around democratized creative software.

The £10 entry point sets a low barrier for participation while generating per-submission revenue for the foundation. The mascot becomes a tangible outcome of collective input, with Adobe Express as the enabler.

Bloomsbury Football Foundation gains both funding and visibility. Adobe positions Express as a community tool rather than purely a professional design platform. The campaign converts product demonstration into charitable participation: fans learn the software by using it for a stated cause.

No timeline for design selection or mascot reveal has been announced. The initiative runs as an open call with Adobe Express access as the primary requirement for entry.