Baller ID launches to inspire young people to build healthier habits

The Football Association has today announced the launch of Baller ID, a new initiative as part of The Greater Game programme. The campaign has been designed to help young people aged 12-16 build healthier habits, understand their identity, and feel a stronger sense of belonging.

Fronted by England stars including Bukayo Saka, Georgia Stanway, and Doug Pratt, Baller ID uses football to inspire positive behavioural change through its interactive platform. Based on questions rooted in the four lifestyle elements The Greater Game champions — to move, eat, sleep and think well — young people are assigned ‘Baller’ identities fronted by their footballing idols and join one of four Baller ID squads: The Disciplined Baller, The Creative Baller, The Adventurous Baller or The Social Baller.

Each Baller ID unlocks a personalised experience tailored to the young person’s lifestyle, mindset and habits, giving them access to video content from FA-approved experts such as nutritionists, sleep specialists, football coaches and psychologists. They’ll also receive exclusive tips and weekly challenges designed to help them make one small, healthier action each week.

Research by OnePoll, commissioned by the FA, reveals the significant pressures facing young people and parents today. The study found that 63% of parents say their child compares themselves to others online in relation to their skills, image or fitness. Over a quarter (27%) believe social media influencers or YouTubers have the biggest influence on their child’s behaviour, ahead of school or extracurricular activities.

Kelly Mackintosh, Professor of Physical Activity and Health at Swansea University, said: “Baller ID is grounded in the idea that small, achievable actions, when made relatable, can help build lasting healthy habits. By tapping into young people’s identity, social connections, and motivation to belong, the campaign draws on behavioural science principles to support positive change. Football has long been shown to encourage physical activity, teamwork, and emotional wellbeing, and Baller ID uses that foundation to help young people move, sleep, eat, and think more healthily.”

The research also shows that 91% of parents believe a sense of belonging is important to their child’s emotional wellbeing, with young people admitting they feel the strongest sense of belonging from being with close friends (21%) and playing sport as part of a team (10%).

Jake Humphrey highlighted: “As a parent of two children, and someone deeply committed to changing the narrative for young people, I think Baller ID is a brilliant initiative.

“In this online comparison-culture world our young people are struggling to navigate, Baller ID helps young people understand who they are, not just who they’re told to be, and gives them simple, healthy ways to feel better in themselves in an engaging and rewarding way."

Baller ID comes as the poll of 1,000 parents of 12-16-year-olds highlights concerns among families. One in four parents (28%) reported being uncomfortable with the values their child is exposed to online, and if given only one option, a third (33%) of parents would most like to influence their child’s online media exposure over school or peer groups (15%) and extra-curricular activities (13%).

Baller ID provides positive content to counter dominant online narratives that worry parents. The expert-led content which features throughout the campaign has been tailored specifically to bring young people a greater sense of belonging as well as inspiring them to adopt healthier habits.

James Kendall, the FA's Director of Football Development, commented: “Baller ID offers a fresh and innovative approach for us to not only engage 12-16-year-olds in making positive lifestyle choices, but to support families and coaches in making football a force for better health and wellbeing in young people. Our Baller ID platform uses the power of positive role models to do this, focusing on identity, belonging, and the simple, healthy actions young people can make every day.”

Baller ID is now live, and content can be found across England Football’s social platforms.