The Game
Must Go On

What if the Super Bowl’s greatest stars had never gotten their start? In February 2021, Kia broke their 11-year streak of advertising in the Super Bowl, and decided to put their money toward something even bigger: high school football programs across the country that were on the brink of financial ruin due to the pandemic. We found 10 schools in dire need of assistance to keep their programs going. And donated half a million dollars between them to keep their teams, and their players’ dreams, alive.


Other projects: