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Equipped to Be Active: Brands and Communities Team Up for a More Active Europe

Grassroots outdoor and sports organisations across Europe have received donations of sport and outdoor equipment thanks to Equipped to Be Active, an initiative promoting physical activity during the 2025 European Week of Sport.

Across Europe, communities are moving, connecting, and embracing the outdoors — thanks to Equipped to Be Active, an inspiring initiative that’s putting high-quality sports and outdoor gear into the hands of grassroots organisations.

Launched during the 2025 European Week of Sport, Equipped to Be Active brings together brands, associations, and outdoor enthusiasts in a shared mission: to make movement more accessible for everyone.

A Movement Born from Collaboration

Led by the It’s Great Out There Coalition (IGOT) and Opening Up The Outdoors (OUTO), the campaign called on brands across Europe to donate surplus, prototype, or unused sports equipment. These items were then redistributed to community-based outdoor and sports organisations through a Europe-wide competition and public vote.

The result? Over €10,000 worth of sports gear and outdoor gear has been donated, finding new purpose in the hands of communities empowering more people to get active and embrace the outdoors.

Participating brands including KEEN, INTERSPORT, Helly Hansen, and KARI TRAA stepped up to show what sustainability and community spirit can achieve when combined. Their generosity has helped local clubs and associations enhance their “gear libraries,” empowering more people to experience the benefits of physical activity and the joy of being outdoors.

Giving Gear a Second Life

At its heart, Equipped to Be Active is about more than just gear. It’s about access, sustainability, and connection. The initiative supports grassroots organisations that are breaking down barriers to participation.

By repurposing unused products, the campaign also shines a light on circular practices in the outdoor industry, turning what might have been waste into a catalyst for community well-being.

“The Equipped to Be Active campaign is a fantastic example of what happens when the outdoor community comes together,” said Margo Delange of the It’s Great Out There Coalition. “By connecting brands and associations, we’re not only promoting physical activity but also giving new life to unused equipment, supporting both people and the planet.”

Words of Inspiration from Brand Partners

Amalie Veseth, the Sales Representative for Kari Traa,  shared their enthusiasm for the initiative:

“At Kari Traa, our mission is to inspire more women to thrive in the outdoors, together. The BeActive campaign perfectly matches our belief that sport and nature empower confidence, health, and community. By taking part, we want to encourage more people to get outside, stay active, and protect the environments we all depend on.”

KEEN’s Jeroen Meijer echoed that spirit of purpose:

“At KEEN, since day one, we’ve believed in doing the right thing, together. Supporting BeActive fits perfectly with that spirit — it’s about inspiring more people to move, get outside, and do good, for themselves, their communities, and the planet. Every step matters, and we’re proud to be part of a movement that celebrates that.”

Gabriele Galaverni, Brand Partnerships Director, Helly Hansen said:

“At Helly Hansen, our mission is to make professional grade gear to help people stay and feel alive, and we’re committed to inspiring and enabling people from all backgrounds to safely enjoy the outdoors. We are proud to support the Equipped to Be Active campaign, helping to make outdoor activities more accessible to local communities across Europe.” 

Building a More Active, Inclusive, and Sustainable Future

Equipped to Be Active is a shining example of what can be achieved when brands, communities, and nonprofits unite for a common purpose. By giving unused gear a second life, the initiative champions both environmental sustainability and social inclusion, opening doors for more people to enjoy the benefits of movement, nature, and community.

Congratulations to all the winning associations, whose passion and dedication continue to inspire others to get outdoors, stay active, and make a positive difference in their local communities. 

Together, they’re proving that when we share resources and work hand in hand, we can build a healthier, more connected, and more sustainable Europe.

.We are getting Europe Active Outdoors! 

Find the complete press release here.