Sports Direct has launched Sports Slam, a children’s initiative that encourages 7–11-year-olds to take part in at least 60 minutes of activity or sport each day. The initiative is part of a three-year partnership with the Youth Sport Trust, with the aim of transforming societal attitudes towards the importance of children’s sport and lobbying the government for a national ambition to tackle inactivity in young people.
Sports Slam, which takes place during the charity’s National School Sports Week, is fronted by sports stars James Haskell, Natasha Jonas, Lina Nielsen and Nethaneel Mitchell-Blake. It aims to inspire kids to get active while helping them develop skills that go beyond court, field and track.
With 1 in 3 children in the UK now getting fewer than 30 active minutes per day and 70% of children dropping out of organised sport by the age of 13, the brand is encouraging kids to ‘Play For Fun, Play For 60’. Sports Direct is backing the campaign with the provision of free sports equipment as well as downloadable resources and teacher tools, open to all primary schools across the UK and Ireland.
Beckie Stanion, Chief Marketing Officer at Sports Direct, said: “With Sports Slam, we’re at the beginning of a journey that aims to transform our relationship with sport. By speaking the universal languages of fun, freedom and inclusivity, our holistic approach to PE in schools will play a part in inspiring kids to continue playing sports throughout the summer holidays. Longer term, we’ll be working with the Youth Sport Trust to lobby the government to protect sports by putting an end to year on year cuts in investment that have harmed a generation of children in our country. By putting in the work today, we’ll be securing the sports of tomorrow.”
Ali Oliver MBE, Chief Executive of the Youth Sport Trust, added: “Our research shows public awareness of the Chief Medical Officers’ target of 60 active minutes per day for children to support their health and happiness is worryingly low. This is why we are teaming up with Sports Direct and Sports Slam this summer for National School Sports Week to raise awareness of the guidance and help busy families find fun ways to be active together.”
Sports Slam kicks off in schools across the UK and Ireland from Monday 19th to Friday 23rd June. Teachers and schools can take part in the initiative through free sign up on the Sports Slam website.
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