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H&M Move teams up with ActivateHer to empower girls through sport in South Africa

Activewear brand H&M Move supports the South African non-profit organisation ActivateHer to provide sporting opportunities to girls in under-served communities in Cape Town, while fostering physical and emotional well-being and life skills through movement.

Located in the township of Khayelitsha, ActivateHer works to dismantle traditional gender stereotypes associated with sports by offering girls aged 3 to 14 from vulnerable socioeconomic backgrounds the chance to engage in physical activity and guided play in a safe, supportive space. Using the power of sports, ActivateHer translates what is played on the field or court into education about leadership development, physical health and life skills.

”It has been incredibly important for me to meet the amazing young girls in Cape Town. We shared our stories, played games, danced and learned a lot from each other. It was my mission to boost their confidence and let them know that no matter where they came from or what obstacles they faced, they have the power within them to succeed. Their strength equally boosted my confidence and believe in myself!” shares Nadia Nadim, H&M Brand Mover and professional football player.

The partnership with ActivateHer forms part of H&M Move’s community programme, Move Together, which enables access for young people to experience all the benefits of moving together – physically, mentally and socially. The programme helps young individuals overcome barriers, fostering a sense of belonging and thriving through collective movement.

Earlier this year, H&M Move, through its Move Together programme, announced a two-year global partnership with non-profit WomenWin to promote girls’ and women’s empowerment through sport, with a special emphasis on football. With this partnership, H&M Move supports Women Win’s ONSIDE Fund focusing on hyperlocal organisations to address inequalities through movement. ActivateHer is one of the seven organisations supported by this initiative, alongside others based in Colombia, Costa Rica, Guatemala, Jordan, Mexico, and the UK.

ActivateHer’s mission is to empower girls through sports to become agents of change within their communities and fulfill their potential as young women and global citizens. Rather than focusing on mastering a sport, ActivateHer encourages girls to learn about themselves and their abilities. The organisation employs local young women from within local communities to coach sessions, serving as relatable role models and mentors for the girls.

Adele Bruggeman, founding director of ActivateHer, comments: “The partnership with H&M Move is an incredible opportunity to introduce more girls to sport-for-development programming tailored to their needs. Alongside this, we see the expansion of our community-based coaching staff as a crucial step towards cultivating more female advocates for equity and health, who can make a lasting impact on the lives of girls and their communities.”

“Visiting the team of ActivateHer in Cape Town has been truly inspiring. Adele Bruggeman’s dedication plays an instrumental role in empowering these young girls. Together with our Brand Mover Nadia Nadim and the young female coaches, we spent a day in the park, participating in various activities, which underscored the importance of removing barriers to participate in sport and the joy of moving together,” said Diana Amini, Head of H&M Move Together Community Programme.

About Women Win and the ONSIDE Fund
Women Win is a global multidimensional women’s fund guided by the vision of a future where every girl and woman exercises their rights. Managed by Women Win, ONSIDE is a pooled fund that supports feminist organising and movements that leverage sport to advance gender justice. To date, ONSIDE supports 98 groups, individuals and social enterprises in 51 countries, advancing gender justice in physical and digital spaces.

About Nadia Nadim
Nadia Nadim’s career journey is an inspiring story that started when she was forced to flee Afghanistan as a child. Moving from refugee status to international football star with more than 100 matches for the Danish national team, Nadia speaks nine languages and is a Doctor of Medicine. Today, Nadia plays professional football for AC Milan. Nothing has stopped Nadia from moving as she hopes to enable the next generation of talent to follow in her footsteps.

About Move Together and H&M Move
Move Together is H&M Move’s community programme. We support young people to enjoy all the benefits of moving together. We remove barriers, share resources, and create collective energy to play our part for a more inclusive world. We have partnered up with Special Olympics, Laureus Sport for Good Italy, Sport Without Borders Sweden and Women Win.

H&M Move offers functional, fashionable activewear, accessible for the many, in a more sustainable way. We celebrate movement and invite the world to move.

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