ReachOut partners with Raheem Sterling for his debut New Balance campaign!

We are delighted to finally be able to talk about a very exciting opportunity for ReachOut mentees.

Ear to the Ground marketing agency and Fresh Base production company were working together on a brand new campaign that would allow young people to work on a full day video and photo shoot for the launch of a new collaboration.

The best bit? The collaboration was between Manchester City and England football player Raheem Sterling and American sports brand New Balance.

So, six former ReachOut London mentees who were mentored between 2014-2019 ventured up to Manchester (on a very very early train) with ReachOut Project Officer, Mehmet.

The day was full of brilliant experiences for each of the young people and the opportunity to learn from industry professionals some of the tricks of the trade. Freelance photographer, Lee, imparted his wisdom about getting into the industry later than most and how this job allows him to combine his absolute love of sports with his creative passions.

The different roles and routes into careers allowed the young people to appreciate just how important ReachOut’s character strengths are in the working world (and we all had to use our Self Control to not spill the beans before the campaign was launched!).

ReachOut mentee, Richie, spent the day working with the styling team to make sure that Raheem looked perfect for his big New Balance debut (we think he did a very good job). Meanwhile, mentees Dasian and TJ, were asked to step in as Sterling’s doubles while they set up lighting and cameras. They were both absolute naturals in front of the camera but quickly learned it was a lot harder and more tiring than it looked!

The day wasn’t all about Raheem though and each young person was interviewed about their experiences at ReachOut and the day itself. The boys were fully kitted out with New Balance gear including brand new New Balance trainers.

Ear to the Ground will continue to support the ReachOut mentees beyond the campaign. These young people are also set to become part of the first cohort for ‘ReachOut+’ which will support young people aged 16-19.

You can check out the full campaign here and see the all the hard work ReachOut mentees put in!

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“At first, I was really hesitant to take on the Project Leader role, despite having mentored with ReachOut. However, with the support of the team I’ve really developed my skills. For example, at the Mentee Graduation, I stood up in front of 200 people and presented an award which is something I would never ever have been able to have done before, and isn’t an opportunity I could gain in my other situations.”

Amy McCutcheon, Project Leader at ReachOut Academy, Dean Trust Ardwick, Manchester.


“Being able to spend the summer working at Rede Partners, was an amazing experience. Whether it was working in HR or Finance, I learned so much about the world of private equity, made great connections with fantastic people and I got to learn first-hand what it would be like to work there! I really believe that I can go onto build the career I want now I’ve been a part for a workplace for real”

Victor Adekunle, 18 years old, ReachOut Ambassador, London


“When I first my mentee, she was very reluctant to participate in the sessions. Now, I see a completely different person! Her confidence has grown and she is happy to join in! She still has some self-doubt when it comes to academic work, but that’s what I hope to help her overcome, because she is a very bright person!

Through mentoring, I’ve learnt I’m a lot more patient than I realised. There will be days where she refuses to participate and those are the days that I really see the importance of the character strengths, for both the mentees and the mentors. It also makes it easier for the mentee to understand the character strengths, when I use them myself”

Myrtle, ReachOut Club mentor at Tufnell Primary School, London


“There are more distractions than ever outside of school, and the commitment of our students to attend ReachOut sessions is testament to the value they place on the relationships they foster there, and the challenge and enjoyment they provide.

ReachOut’s focus on communication skills and character development has become an important aspect of our provision of support for these students. The opportunity to relate to a positive role- model other than their usual teachers is key to the programme’s impact, and the evidence of this has been seen in the students’ attendance, resilience and to their overall progress across all the subjects in the school.”

Thomas Janvrin, Assistant Vice Principal at the Petchey Academy London