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We all know the tangible fitness benefits of participating in sport, but for young people in particular, the impact reaches far beyond the physical. Sport can support mental wellbeing, create space to connect and belong, build leadership and teamwork skills, sharpen focus and open pathways to education and employment. For many young people who are underserved, excluded or economically disadvantaged, however, access to these life-changing opportunities remains limited.
For the second consecutive year, Beyond Sport x Under Armour #SportForSocialChange is helping to close that gap through an in-store donation campaign that supports nonprofit organizations across Europe and the UK. Alongside customer funding, local retail teams are bringing the partnership to life through community events that connect stores, customers and young people through sport.
Financial Impact
Thanks to the commitment of Under Armour EMEA teams and customers across Europe and the UK, the program has raised more than $75,000 USD since its 2023 launch. The initiative now supports 23 community organizations across ten countries, with our most recent expansion bringing the program to Belgium. These funds help organizations expand programs, reach more young people and provide safe, inclusive environments where confidence and skills can grow.
Bringing the Partnership to Life in Stores
Throughout the year, several Under Armour (UA) stores welcomed local grantees and engaged in activities that helped UA team members understand the impact of their support, connected customers to the grantee’s work and stories and highlighted the role sport can play in young people’s lives.
Liverpool – HYPE Merseyside
In Liverpool, UK, store team members headed out to New Brighton to support HYPE Merseyside, a nonprofit that creates opportunities for local youth through sport, outdoor adventure and community leadership. Staff spent the day working alongside 20 young people to prepare a new community site that will soon host programming to encourage physical activity. Together they built a “footgolf” course, planted greenery to support wildlife and cleared space for future programs. Footgolf is a hybrid sport that blends football and golf, where players kick the ball into oversized holes in as few kicks as possible, following rules similar to traditional golf. The visit ended with everyone trying out the course they had just created, a moment that captured the energy and teamwork of the day.
Giverny – Yoga and Sport with Refugees
At the Giverny store in France, Under Armour team members welcomed coaches from Yoga and Sport with Refugees for a hands-on day of movement and connection. The organization provides inclusive sport opportunities for displaced people, helping them rebuild confidence and community through physical activity. Coaches led boxing workshops for staff and customers, shared stories about the athletes they support and built new relationships with the store team. The activity left everyone excited to explore new opportunities to connect in the future.
East Midlands – Sport 4 Life
In the East Midlands, UK the store partnered with Sport 4 Life, an organization that uses sport to help young people gain life skills and provide pathways for education and employment. Their visit featured interactive activities on the shop floor, giving customers and staff a chance to experience the charity’s approach firsthand. The conversations that followed helped the entire team better understand how Sport 4 Life is making a meaningful difference for youth in their community and strengthened the connection between the store and the nonprofit it supports.
Netherlands – Fonds Gehandicaptensport
In the Netherlands, program grantee Fonds Gehandicaptensport took part in the annual NN Dam tot Damloop road race, which raised more than €61,000 overall to support people with disabilities. Under Armour EMEA employees not only took part in the race but also ensured the Fonds team represented in style by outfitting the runners. Fonds continues to advance accessibility through its Unique Sports platform, which connects people with disabilities to inclusive activities, facilities and adaptive equipment.
Kildare Village – Sport Against Racism Ireland
The team from Sport Against Racism Ireland (SARI) stopped by the store in Kildare Village, Ireland to talk with staff and shoppers about their work and the communities they support. SARI uses sport to bring people together across cultures and backgrounds, running programs that celebrate diversity and create more inclusive spaces on and off the field.
Looking Ahead
With plans to welcome new grantees and stores into the program, the stage is set for continued growth in 2026. We’re looking forward to more store partnerships, volunteer opportunities and sport-based activities that connect Under Armour teams and customers with local organizations and the young people they support.
Under Armour’s payments partner Adyen is matching all donations to the #SportforSocialChange campaign through December 31, 2025! If you are in a participating country, please visit your nearest store to help support nonprofit community organizations that are using sport to transform young lives.
Click here to learn more about the participating countries and to donate.
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