About Brands Communities and Designs Concepts (ABCD) seeks to better understand how people live, how communities interact, and how business and brands interact with communities. We aim to create practical and innovative solutions for people to have better access to resources, live healthy lifestyles and be active, and also to create a platform for businesses and brands to better market themselves in our communities. Currently, ABCD Concepts supports the operation of Sporting Code in achieving its social mission - Through educational trips, coaching clinics, tournaments and leagues, this sports development project looks to use sport to nurture our future leaders, connect and unite communities, reduce social ills and create a healthier, happier society.