ASICS has partnered with The Running Charity (TRC), a UK running-orientated programme for homeless and vulnerable young people.
ASICS will look to help build a relationship that drives growth for the charity and supports homeless young people across the UK.
The partnership with TRC will see ASICS fund two full-time roles in the charity - a head fundraiser and an impact and volunteer manager - allowing 100% of runners' donations to go to frontline work. ASICS will also provide kit to members as part of an incentivisation programme created by TRC.
The London based charity is the UK's first running-orientated programme for homeless and vulnerable young people founded with the aim of increasing support to the 83,000 young people currently homeless nationwide.
Founded in September 2012, the charity has already worked with over 400 young people. The programme is designed to support individuals aged 16-24 and address the underlying issues that can compound homelessness. Members graduate with increased fitness and, more importantly, secure housing and education, training or employment.
CEO, ASICS EMEA, Alistair Cameron said: “As a brand we fully endorse the philosophy that sport has a positive impact on the lives of many. It is a privilege for ASICS to support the transformative work that The Running Charity is carrying out and we hope that with our support they can reach the lives of many more.”
Alex Eagle, director & co-founder, The Running Charity said: “ASICS’ partnership and the provision of funds for much needed staff allows us to put 100% of the money raised by our runners into frontline work. This commitment along with the support of apparel and footwear for our members shows ASICS truly understand what the charity needs. We look forward to seeing the growth of our work and being able to help the lives of many more young homeless across the UK.”
As part of the partnership, ASICS intends to explore additional fundraising in store by offering customers the option to ‘round up cost to nearest pound’ with proceedings to go to the charity. Additionally, members of TRC will be able to receive entry to ASICS sponsored events and will have access to ASICS tech reps and ambassadors to benefit their own training.
Originally published on SportIndustry.biz.