Subway's 'Fresh Moves' Champions Movement & Emerging Sports
June 28, 2024
Global quick service restaurant brand, Subway, has partnered with GB (Great Britain) Basketball, Breaking GB and Skateboard GB as part of its "Fresh Moves" initiative to promote up-and-coming sports and the importance of physical activity. The campaign particularly looks to "encourage diverse communities across the UK to embrace active lifestyles."
In a recent survey conducted by Subway, 31% of respondents said they would feel more comfortable and motivated to participate in emerging sports rather than traditional sports. Basketball, though not necessarily an emerging sport, was the top choice, followed by breaking (break dancing) and skateboarding. Additionally, these sports bring together people of different ages, cultures and ethnicities.
With over 2,300 restaurants across the UK and Ireland, Subway will use campaigns, sponsorships, coaches and school programs to champion movement. Over the coming years, the chain will engage in headline event partnerships, such as national championships, support community events (workshops, masterclasses and battles) and provide funding for coaching and training. There will also be collaborations between the sports and schools to encourage children to get active. The strategy was developed by Beyond Sport sister company, Think Beyond.
“The Fresh Moves initiative is focused on creating more opportunities for people with an interest in emerging sports to participate and feel valued,” said Kirstey Elston, EMEA Brand & UK & Ireland Marketing Director at Subway. “We’re excited to leverage Subway’s scale, in partnership with sports organisations that are known for championing inclusivity, bringing communities together and celebrating movement, to enhance our efforts to promote inclusion within the sports community.”
With Skateboard GB, Subway will support skateable space infrastructure with the intention to grow skateboarding culture and provide a legacy for the next generation. Additionally, through a two-year partnership, the duo will invest funding to help British skateboarders ‘Skate More, Skate Better’ through the development and refurbishment of skateparks across the UK, free skateboard events and by training new coaches to deliver skateboarding sessions.
“We’re thrilled to be partnering with Subway, which will bring new opportunities to skateboarders around the UK. Both organizations have similar aims to increase the number of skateable spaces and improve some existing ones too. This partnership is a key part in our desire to develop grassroots skateboarding and make it even more accessible to more people,” said James Hope-Gill, CEO at Skateboard GB.
Next month, GB Basketball Men will take on South Sudan on July 18 and GB Basketball Women will play Germany on July 21 as part of the Subway Summer Slam powered by Fresh Moves. According to the Sporting EqualsRace Representation Index, basketball leads as the most diverse sport in the UK.
Sources: Sports Management, Subway EMEA