Grassroots outdoor and sports organisations across Europe have received donations of equipment through an initiative that took place during the 2025 European Week of Sport (EWOS). Led by the IT’S GREAT OUT THERE COALITION and OPENING UP THE OUTDOORS, the Equipped to Be Active campaign encouraged brands to donate surplus, prototype, or unused sports gear. Following a social media competition, these items have now been packaged and distributed to nine outdoor associations and sports clubs.
The It’s Great Out There Coalition (IGOT) is a not-for-profit collaboration launched by the outdoor industry in 2017. Its mission is to get Europe active outdoors, working to support grassroots responsible activation through the #itsgreatoutthere campaign. Founded in 2021, Opening Up the Outdoors (OUTO) is a non-profit organisation that is dedicated to promoting diversity and inclusion in outdoor spaces, and is part of the wider It’s Great Out There Coalition.
The Equipped to Be Active campaign invited both associations and brands to take part in a Europe-wide effort to repurpose unused outdoor and sports gear. By participating, associations could enhance their gear libraries and support grassroots physical activity while brands had the opportunity to showcase their sustainability efforts and engage with active communities. The initiative also raised awareness about circular practices within the sports and outdoor sectors.
Thanks to the support of KEEN, INTERSPORT, Helly Hansen and KARI TRAA, over €10,000 worth of kit was redistributed, helping local clubs make outdoor and sporting activities more accessible to everyone. Associations applied to receive product packages and the winners were chosen through a public vote during the European Week of Sport, highlighting the week’s #BeActive message.
Margo De Lange, secretary general of the It’s Great Out There Coalition, said, “The Equipped to Be Active campaign is a fantastic example of what happens when the outdoor community comes together. By connecting brands and associations, we have not only promoted physical activity, but have also given new life to unused equipment, supporting both people and the planet.”
IGOT member KEEN’s marketing manager Jeroen Meijer said, “At KEEN, since day one, we’ve believed in doing the right thing, together. Some say we should just stick to making shoes, but for us, it’s always been about making a difference. 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.´
IGOT member Kari Traa was another brand that contributes kit and sales representative Amalie Veseth added, “At Kari Traa, our mission is to inspire more women to thrive in the outdoors, together. The BeActive campaign is a perfect match with 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.”
Gabriele Galaverni, brand partnerships director at IGOT member 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.”
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