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#MerkyFC HQ is a joint partnership between British rapper Stormzy and Adidas, bringing together football, music and gaming in one space.
"I still can't believe we've done it, created an entire space that encompasses everything that's been part of my journey. Music, football, youth culture, community and gaming."
Stormzy's day job is bringing words and ideas scribbled in his notepad to life – and three Brit Awards suggests he does it very well.
Yet as we walk around the building the rapper first dreamed up three years ago – he is in disbelief the idea is now a reality.
Throughout the guided tour of #MerkyFC HQ – a state-of-the-art facility with a full-size football pitch, recording studio and gaming centre – there's a huge smile on Stormzy's face.
He says creating this space is comparable to securing a number one single or stepping out on a main stage at Glastonbury.
"I just thought, 'What would I have wanted when I was a kid?'," Stormzy tells BBC Sport.
#MerkyFC HQ is located in Croydon, south London – minutes from where the 30-year-old lived and grew up.
He adds: "It's funny because, to me sometimes, community can be a bit of a buzzword. But at every stage that is who we've considered."
#MerkyFC HQ is a joint partnership with sportswear manufacturer Adidas – for whom the musician is a brand ambassador.
The space is primarily aimed at teenagers and young adults, but is open to residents of all ages.
Stormzy on the full-size football pitch at his new venture
It's the latest venture for Stormzy – real name Michael Omari – who says his faith is a big part of his continued dedication to offer opportunities to those considered less fortunate.
His Merky brand already stretches to the literary world where he provides publishing opportunities for under-represented authors.
The Londoner also offers financial support for black students wanting to study at Cambridge University and, launched in 2022, #MerkyFC (Football Careers) was also created to support those seeking employment in the sports industry.
"If you just provide a space, an opportunity or you just light a spark in someone, you don't know where or what that person goes on to be. [Growing up] I had a youth centre where I would go and make music," recalls Stormzy.
"To me it's about sowing a seed, which sounds like a parable, a bit like a fairytale, but I don't think people understand how powerful it is and how valuable it is."
Entrance to the #MerkyFC HQ
The conversation, though, widens to life outside of Croydon and into broader London and the issue of youth violence.
According to Met police data, recorded knife crime offences have risen since 2016, from 11,085 to 14,879 in 2023.
And although the number of people under 25 injured by knives has fallen, from 1,954 in 2016 to 1,435 last year, figures have been rising each year since 2020.
The rapper is clear there is no easy solution to addressing the problem, claiming "everyone has a part to play" – parents, teachers, police and – in his case – role models.
Stormzy says: "It's been happening from when we were kids. No-one's really got the answers. Some people say, 'Oh we should open up more youth clubs' or 'We need more stop and search'.
"It's so deep, it's very nuanced and a very intricate issue, and I think a space like this can help. If everyone does their part it solves a big problem. It's something I'm very proud of."
Stormzy has vowed to be 'hands-on' with the project.
At times maybe popping up to give a song-making masterclass or going head-to-head on the games consoles.
Inside the new space in Croydon, south London, where Stormzy grew up
"A lot of people write off young people today," says Steve Marks, senior marketing director at Adidas which has partnered with Stormzy.
"They have nowhere to go and I think the beauty of sport is it connects people together. The beauty of music and gaming, exactly the same… why not bring it into the same space?"
Stormzy is a huge Manchester United fan, joking "No comment, next question", when asked about their season. "It's been very painful this year, let's put it like that," he adds.
What's bringing him more joy is AFC Croydon Athletic – the non-league club he co-owns with former Crystal Palace winger Wilfried Zaha – having a more memorable season.
"I think on the pitch, the football's been wicked," he says. "We've made the play-offs. The goal for this year is to try and get promotion. But yeah, it's been a wicked experience."
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