World Children’s Day: H&M Move Collaborates with Sport Without Borders to Promote Youth Sports

World Children’s Day: H&M Move Collaborates with Sport Without Borders to Promote Youth Sports

(IN BRIEF) H&M Move and Sport Without Borders have partnered to empower young people through sports on World Children’s Day. This two-year collaboration will offer 2,500 young individuals in Sweden meaningful activities during physical education lessons, after-school programs, and school holidays. The initiative focuses on communities at risk of segregation and exclusion and involves local sports role models to inspire and guide youth. Zlatan Ibrahimović, Brand Mover for H&M Move, emphasizes the importance of providing a sense of belonging early in life, while Admir Lukacević, founder of Sport Without Borders, believes in the transformative power of sports to build self-esteem and inspire positive change.

(PRESS RELEASE) STOCKHOLM, 20-Nov-2023 — /EuropaWire/ — On World Children’s Day, H&M (STO: HM-B), a Swedish multinational clothing-retail company, and Sport Without Borders are proud to announce their partnership, dedicated to empowering young people through sports. This collaboration aims to harness the positive influence of local sports role models and create opportunities for youth to flourish within their communities.

Starting today, this two-year partnership will provide 2,500 young individuals in Sweden with enriching activities during physical education lessons, after-school programs, and school holidays. Sport Without Borders focuses on communities at risk of segregation and exclusion, working closely with schools, municipalities, local sports associations, and businesses to develop preventive and long-term programs.

Admir Lukacević, founder of Sport Without Borders, said, “In every classroom there are children who feel excluded. It not only affects their self-esteem, but their ability to perform well in school and other areas of life. I believe that sport has the power to change the world and through sport we can connect with the kids and make them believe in themselves. That’s why I founded Sport Without Borders back in 2010, and we’re thrilled to join forces with H&M Move to be able to strengthen our work further,”

Zlatan Ibrahimović, Brand Mover for H&M Move and an advocate for breaking down barriers, emphasizes the importance of role models and a sense of belonging early in life. He shared, “It’s crucial to find a place where you feel important. I often felt judged or excluded growing up, but sports gave me a place where I felt belonging and gave me confidence. There’s power in confidence, and it’s empowered me to pass that on to others. Through movement, I want to inspire others to discover who they can become,”

This partnership is a part of H&M Move’s community program, Move Together, which focuses on providing young people with access to the physical, mental, and social benefits of group activities. Diana Amini, Head of the Move Together Program, stressed the importance of role models from Sport Without Borders in inspiring hope and guiding young individuals on their life paths, saying “Everyone probably remembers a role model who inspired or guided them. We believe Sport Without Border’s role models are crucial in creating hope and supporting young people to find their paths in life.”

Some of the inspiring role models involved in this initiative include:

• Pernilla Winberg: Former national ice hockey team player and four-time Olympian, passionate about encouraging girls to participate in traditionally male-dominated sports.
• Ahmed Matar: A world elite in parkour aiming to inspire kids to experience the happiness and hope that sports have brought him.
• Josefin Olheim: Former professional basketball player in both the Italian and Swedish leagues, committed to being a role model on and off the court.
• Joel Johansson: Active in judo and former Swedish championships competitor, dedicated to promoting the social and mental well-being benefits of sports.
• Jonas Petros: Former professional football player using his experience to inspire young people to find their passion through sports.

H&M Move and Sport Without Borders are excited to collaborate in creating a brighter future for young individuals through the transformative power of sports.

About Move Together and H&M Move:
Move Together is H&M Move’s community program. We support young people to enjoy all the benefits of moving together. We remove barriers, share resources, and create collective energy to play our part for a more inclusive world. Move Together, However you Move.

H&M Move is a movement brand. We celebrate movement and invite the world to move. We make stylish and functional movewear accessible to everybody, in a more sustainable way.

About Sport Without Borders
Sport Without Borders is a non-profit organisation that uses sports and good role models as tools, and the school as the main arena by introducing activities in PE lessons and after school to help children increase their self-confidence and believe in themselves as capable actors in their lives.

Media Enquiries

Phone: +46 8 796 53 00
Email: mediarelations@hm.com

SOURCE: H & M Hennes & Mauritz AB