Sport is so much more than a game. It inspires collaboration and teamwork, increases confidence, reduces stress and improves mental health. But around the world today, millions of young people are facing barriers that are negatively impacting their journey to compete – from a lack of funding, time or transportation, to social and mental hurdles that make children feel they don’t belong on a team.
Many lack access to public resources that could get them competing, and in every region and demographic group, children from lower-income families spend less time playing sports. Under Armour believes everyone deserves the right to engage in sport. That’s why the brand is making a new, long-term commitment of their resources, focus and energy to help break down barriers that limit access to sport across the globe.
“The opportunities sport provides are endless and critical to society,” said Under Armour CEO Patrik Frisk. “From teaching kids to be good teammates and good leaders, to how to take accountability and work hard for their goals, having access to sport is fundamental to developing skills that will empower young athletes on and off the field, pitch or court. It’s our responsibility to break down barriers for those who strive for more by creating opportunities for millions of youth to engage in sports by 2030.”
Under this new commitment, Under Armour will focus on supporting youth athletes in their journey to compete through three focus areas:
Pathways: Increasing opportunities for young people to engage in organized, structured, and competitive sports programming.
People: Bringing together coaches, organizations, and community stakeholders to help break down barriers to sports engagement and create a lasting change.
Performance: Continuing to provide the performance solutions, resources and tools that athletes need to achieve their best.
