Subway UK launches Fresh Moves campaign to promote becoming active

The brand will partner with GB Basketball, Breaking GB and Skateboard GB.

Subway is launching its "Fresh Moves" initiative, dedicated to promoting emerging sports and the importance of physical activity. 

To kick off its "Fresh Moves" initiative, the brand will partner with GB Basketball, Breaking GB and Skateboard GB, and will be participating in a series of campaigns, including funding events, coaching and schools programmes.

In a recent survey conducted by Subway, almost a third (31%) of respondents expressed that engaging in emerging sports, compared to traditional sports, would make them feel more comfortable and motivated to participate. Amongst these sports, basketball was the top choice for a third (32%) of respondents, followed by breaking (break dancing) and skateboarding.​ In addition, these sports bring together people of different ages, cultures and ethnic backgrounds.

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Subway said its plans over the coming years will include headline partnerships at events, such as national championships, support for community events (workshops, masterclasses, battles) and funding for more coaching and training. In addition, there will also be support for collaborations between the sports and schools to encourage children to take part and get active.

“The Fresh Moves initiative is focused on creating more opportunities for people with an interest in emerging sports to participate and feel valued. 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,” said Kirstey Elston, EMEA Brand & UK & Ireland Marketing Director at Subway.