In August 2022, one of the world’s most recognizable sport brands, Under Armour teamed up with KidSport to further strengthen the charity’s vision of breaking down financial barriers that keep children from participating in sport.

The multi-year partnership is aimed at connecting UA consumers in local communities at UA stores across the country in order to engage as many people as possible to provide access to sport through KidSport.

Within two months of the partnership commencing, Under Armour can boast providing support for more than 600 kids!

Current goal activations includes having in-store events across the country. The success of this activation has already been tested in Dartmouth, Nova Scotia and in Toronto, Ontario stores which saw UA employees ask customers to “round up” their purchase to donate to KidSport.

The long-term look at the partnership will see Under Armour and KidSport work together to achieve the coverage of registration fees for 5,000 children by spring 2025.

“Under Armour believes everyone deserves the opportunity to engage in sports. That’s why we have made a long-term commitment of our resources, focus and energy to help break down barriers that limit access to sports across the globe, says Flynn Burch, director of global community impact at Under Armour.

“Recognizing cost as one of the greatest barriers around the globe and specifically impacting one in three youth in Canada, we were impressed by the work of KidSport and excited to partner to provide more opportunities for young people in sports across the country.”

With Under Armour’s help, KidSport will be able to further impact local communities and continue to fulfill our mission of making sure ALL Kids Can Play!


KidSport is a national not-for-profit organization that helps remove financial barriers that prevent kids from playing sport by providing assistance for registration fees and sport equipment to children aged 18 and under.

Through a confidential application process grants are administered through KidSport’s 166 community chapters so they can play a season of organized sport.


Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour’s innovative products and experiences are engineered to make athletes better. For further information, please visit