How H&M is promoting inclusivity, education, physical well-being through sports


July 10, 2023 | By RetailME Bureau

How H&M is promoting inclusivity, education, physical well-being through sports (PC: H&M Group)

Swedish brand H&M’s movewear line H&M Move and Swedish former footballer Zlatan Ibrahimović have collaborated with Laureus Sport for Good Italy to empower youth from disadvantaged backgrounds.

The two-year partnership aims to engage 2,000 youths from socioeconomic vulnerable backgrounds where the risk of social exclusion, bullying and school dropout is high. The collaboration promotes sports as a means of inclusion and education by offering free multi-sport activities in Milan, Rome, Palermo and Naples.

For understanding, H&M Move’s community programme ‘Move Together’ focuses on young people experiencing barriers to movement during the most formative time of their lives, where they are starting to discover their own sense of belonging in the world.

In this context, Diana Amini, H&M’s Head of Move Together Programme said, “Sport has a unique opportunity to bring people together and when moving together, the collective energy brings both joy and power to push boundaries. We are excited to partner with Laureus Sport for Good in our joint mission.”

“Move Together is very much in line with my own ambition to give back to communities. I want to inspire through movement and to take away barriers. I often felt judged or excluded when growing up, but sports have helped me a lot, it’s given me confidence. It is crucial for everyone to find a place where they feel important,” Ibrahimović added.

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