October 4, 2024 “Re-Purpose and Be Active:” European Week of Sport puts un-used goods back in play

The “Re-Purpose and Be Active” campaign successfully launched during the European Week of Sport 2024, encouraging the re-purposing of sporting goods across Europe. Supported by brands, the initiative promotes accessibility to sports while fostering sustainability and inclusion.

The “Re-Purpose and Be Active” campaign, launched as part of the European Week of Sport 2024, has once again achieved success. Organised in partnership with the It’s Great Out There Coalition and supported by major outdoor brands such as Osprey, Rab, Lowe Alpine, and Aku, the campaign encourages more sustainable sport while promoting grassroots physical activity across Europe.

At the heart of this year’s initiative was the goal of re-purposing unused sporting gear from brands and retailers by donating them to sports clubs and associations across Europe. This allows the creation of gear libraries that enable individuals to participate in sports activities without financial barriers of purchasing the equipment themselves. In other words, the campaign helps to both reduce waste and support social inclusion and a more active lifestyle.

This year’s campaign also featured a social media competition that ran from September 23 to 30, where participants shared photos tagged with #BeActive to raise awareness of the positive impacts of re-purposing sports gear.

A growing history of community engagement 

The European Week of Sport, initiated by the European Commission, promotes physical activity and aims to raise awareness of its many benefits. The “Re-Purpose and Be Active” campaign has grown alongside this initiative, aligning with the Week’s mission to encourage Europeans to #BeActive year-round. The European Week of Sport has a strong track record, with the 2023 edition drawing over 11 million participants across 40 countries, and previous years hosting more than 30,000 events focused on inclusion and physical health.

By building on these foundations, the 2024 edition aimed to not only inspire physical activity but also promote environmental responsibility through the redistribution of unused sports gear. Supported by partners like the Federation of the European Sporting Goods Industry (FESI) and Outo, this year’s campaign continues to demonstrate how sport can be a force for good – for both people and planet.

Photo: Unsplash