We are living in an age where big business can no longer operate without giving back to society. Be that through their green initiative or through the ways they strive for equality and diversity. Leaving a legacy that lives beyond a bottom line is no longer a nice to have, but a necessity.
Playing a role in changing the shape of our countries social fabric is something that all brands need to come to the table on. And improving the lives of our young people is centric to that.
Young people have it tougher than ever. Having navigated that hardest times this country has faced since the war, they are now living in a world where decisions are having to be made on if their parents heat the house, or have three square meals a day.
They will feel the impacts of this for years to come. In communities across the nation, a simple solution to addressing some of those challenges exists in plain sight. It’s happening in the roads along from us, up in our community centres and in parks and school playgrounds in every neighbourhood.
Sport. Yet, despite its value, it’s overlooked as the powerful intervention we need right now.
Made by Sport
Justin King CBE
Former Brand Director
Muay Thai Kickboxing World Champion, Professional Boxer and Award-Winning Author Of “Born Fighter”
Into the Fold