Campaigns That Move

Campaigns have the power to shift norms and make movement more visible and accessible. The sporting goods industry has a unique role in shaping narratives around health and activity. The campaigns from members of our federation, featured here, use the power of storytelling, media, and brand reach to drive participation—especially among groups that may face social or cultural barriers to being active. By meeting people where they are and inspiring action, these initiatives help build a more inclusive movement culture.

Energising Communities

Physical activity opportunities are not distributed equally. From women and girls to young people and older adults, too many communities face structural barriers to movement. The sporting goods industry can help address these inequities. The initiatives featured in this section are grounded in local realities and focus on making activity more inclusive—through access, education, and community-led support.

Healthy Workplaces

The workplace is a powerful setting for supporting physical and mental well-being. These initiatives demonstrate how brands are embedding activity into daily routines—through flexible scheduling, on-site fitness options, mental health resources, and a culture that prioritises well-being. When companies support their employees’ health, the benefits ripple across communities.

Innovating for Impact

In a fast-moving world, innovation drives change. Brands are using digital tools, product design, and new ways of thinking to make movement easier, more enjoyable, and more inclusive. These examples show how the sporting goods industry is adapting to emerging trends and technologies to support more people in being active—wherever they are, and however they move.