Brussels, 22 October 2024
Grassroots outdoor and sports organisations across Europe have received donations of kit thanks to an initiative to promote physical activity during the 2024 European Week of Sport. Led by the Federation of the European Sporting Goods Industry (FESI), the It’s Great Out There Coalition, and Opening Up The Outdoors, the “Re-Purpose and Be Active” campaign encouraged brands to donate surplus, prototype, or unused sports equipment. These items were packaged and donated to 11 outdoor associations and sports clubs across Europe after a competition promoted through social media.
Re-Purpose and Be Active was supported by major global brands that donated outdoor and sports gear, including Akusport, Osprey Europe, Equip Outdoor Technologies, Nike, adidas, arena and PUMA. Associations applied for the product packages, and winners were chosen via public voting, in a campaign that ran from 23 September to 30 September 2024, aligning with the European Week of Sport’s #BeActive message.
Giuseppe Musciacchio, arena Deputy CEO commented “At arena, we strongly believe in the power of outdoor activities to inspire healthy and active lifestyles. We were thrilled and proud to be part of the #RepurposeAndBeActive campaign, which promotes physical activity and also encourages a sustainable approach to sporting gear. By donating swimming equipment for both adults and children to associations across Europe, we hope to make a positive impact on local communities and help more people enjoy the benefits of water sports.”
The Re-Purpose and Be Active initiative was launched by the partners to support grassroot associations and sports clubs in building gear libraries, to provide free access to equipment and allow broader participation without economic constraints. At the same time, the project offered brands and retailers a sustainable solution to repurpose unused, lost, or prototype gear for a positive cause. The campaign also raised awareness of repurposing product as part of a wider sustainability programme.
Annette Monheim of the It’s Great Out There Coalition commented: “The Re-Purpose and Be Active initiative is a prime example of how cross-sector collaboration can encourage physical activity, promote sustainability, and build stronger communities across Europe. We were delighted to play a role in delivering the project as part of our wider #itsgreatoutthere campaign and are grateful to all of the brands from the outdoor sector who stepped up to offer support. Their product donations will help more people around Europe to get active in nature, who otherwise may not have had that opportunity.”
Ariane Gatti, Communication and Policy Manager at FESI added “At FESI, we are committed to promoting physical activity and sustainability across Europe. The ‘Re-Purpose and Be Active’ campaign highlights the power of collaboration between brands and grassroots organizations to make a meaningful impact. We are incredibly grateful to our member brands—Nike, adidas, PUMA, and arena—for their generous support. By donating unused products, they have not only provided much-needed sports equipment but also embraced a sustainable approach and aligned with our mission to ensure that sport is accessible to all.”
For more information about the Re-Purpose and Be Active campaign, visit https://fesi-sport.org/ewos-2024-re-purpose-and-beactive-campaign/.
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About FESI: Founded in 1960 FESI, the Federation of the European Sporting Goods Industry, is the unique pre-competitive platform representing the interests of the sporting goods industry in Europe, advancing its members’ priorities and promoting initiatives that benefit the sector, EU citizens and the society as a whole. FESI represents the interests of approximately 1.800 sporting goods manufacturers (85% of the European market) through its National Sporting Goods Industry Federations and its directly affiliated member companies. 70-75% of FESI’s membership is made up of Small and Medium Sized Enterprises. In total, the European Sporting Goods Industry employs over 700.000 EU citizens and has an annual turnover of some 81 billion euro.
Media contact: Ariane Gatti – FESI Communication & Policy Manager / [email protected] / +32 (0) 2 762 86 48
