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Subway launches campaign to take basketball, breaking and skateboarding into diverse communities

By Kath Hudson    19 Jun 2024
Basketball has worked hard to engage new audiences / GB Basketball
Subway teams up with three organisations to promote emerging sports to diverse communities
Basketball, breaking and skateboarding have been identified as sports that can engage people of different ages, cultures and ethnicities
Fresh Moves will involve special events, coaching and programmes with schools
31 per cent of people surveyed are more open to exploring emerging sports than traditional ones

Global restaurant brand, Subway, has teamed up with GB Basketball, Breaking GB and Skateboard GB to promote physical activity in these three emerging sports.

The Fresh Moves campaign is a strategic commitment from Subway to inspire and encourage diverse communities across the UK to embrace active lifestyles. The strategy was developed by Think Beyond, a social impact and sustainability consultancy working in sport and entertainment.

This initiative comes off the back of a Subway-commissioned survey that found 31 per cent of UK adults are more open to exploring emerging sports than traditional ones, and that they bring together people of different ages, cultures and ethnic backgrounds. Basketball was the top choice with 32 per cent of respondents saying they would be willing to give it a go; followed by breaking (breakdancing) and skateboarding.

With more than 2,300 restaurants across the UK and Ireland, Subway is using its reach and leveraging partnerships with GB Basketball, Breaking GB and Skateboard GB to bring Fresh Moves to communities and champion movement amongst diverse communities.

This will include headline partnerships at events, such as national championships; support for community events; funding for coaching and training and support for collaborations between the sports and schools. GB Basketball, Breaking GB and Skateboard GB will also be participating in a series of campaigns, including funding events, coaching and schools programmes.

“The Fresh Moves initiative is focused on creating more opportunities for people with an interest in emerging sports to participate and feel valued,” says Kirstey Elston, Subway’s EMEA Brand & UK & Ireland marketing director. “We’re excited to leverage Subway’s scale, in partnership with sports organisations that are known for championing inclusivity, bringing communities together and celebrating movement, to enhance our efforts to promote inclusion within the sports community.”

According to the Sporting EqualsRace Representation Index, published in April 2024, basketball is officially the most diverse sport in the UK. Chair of the British Basketball Association, Chris Grant, says Fresh Moves will help bring the sport to a broader audience.

Skateboard GB is hoping the partnership will lead to more skateable spaces and improvements to existing ones. CEO, James Hope-Gill, says: “This partnership is a key part in our desire to develop grassroots skateboarding and make it even more accessible to more people.”

Breaking GB’s president, Hooch, hopes the sport will be amplified and championed through Fresh Moves: “Breaking is the most dynamic sport, and its accessibility will see the nation inducted in our culture.”

Subway  Fresh Moves  GB Basketball  Breaking GB  Skateboard GB 
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