H&M Move and Sport without Borders Amplify ‘The Positive Power’ of Role Models
12 December 2023: on World Children’s Day, H&M Move and Sport Without Borders have joined forces to empower young people with opportunities through sport. At its core and mission, this partnership endeavours to build trust and inspire by amplifying the positive power of local role models, whose passions for sport drive positive change within communities.
This two-year partnership is set to provide 2,500 young people in Sweden with meaningful activities during PE lessons, after school, and during school holidays. Sport Without Borders focuses on communities, at risk for segregation and exclusion. They also work in close collaboration with schools, municipalities, local sport associations and businesses with a focus on building preventive and long-term programs.
“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,” says Admir Lukacevic.
H&M Move’s Brand Mover, Zlatan Ibrahimovic, who has removed barriers and inspired many children to dream, reaffirms the importance of role models and finding belonging early in life.
“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,” says Zlatan Ibrahimovic.
“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,” says Diana Amini, Head of Move Together Program.
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