Sports Direct is supporting National School Sports Week for a third consecutive year, with Under Armour joining as a key brand partner to encourage schools nationwide to take part in the week of activities.
Celebrating 30 years of the Youth Sport Trust, this year’s nationwide sports campaign [16 to 22 June 2025] champions an Always Active approach to school life and hosts the UK’s biggest-ever sports day.
Sports Direct and Under Armour aim to elevate National School Sports Week to new heights, ensuring it reaches even more schools and young people.
Schools and families are encouraged to sign up to be in with the chance of winning kit bags, Sports Direct vouchers, athlete mentor visits and more. Registrants will receive exclusive resources, daily movement challenges and webinar support to help schools deliver the most impactful sports week possible.
Nick Fox, managing director – IBML at Frasers Group, said: “Sports Direct are excited to once again be involved with National School Sports Week and we look forward to seeing thousands of schools join the celebration.
“Our mission is to use the power of sport to champion the legend in everybody and this week is the perfect opportunity for every school to do the same, celebrating the joy of movement and inspiring young people to stay active and engaged.”
Active bodies, active minds: the Always Active advantage
As part of the Youth Sport Trust efforts to encourage the adoption of 60 minutes a day of PE, sport, and play for every child, this year’s event is championing an Always Active approach. It encourages schools to embed physical activity into every part of the school day.
By doing this, the trust hopes to improve children’s experiences and attitudes toward physical activity and sport. While helping them to achieve the UK’s Chief Medical Officers’ recommendation of 60 minutes of physical activity each day, or 20 minutes for young people with special educational needs and disabilities (SEND).
Speaking on the importance of getting kids active, England international, Exeter Chiefs winger and Under Armour athlete, Immanuel Feyi-Waboso, added: “Sports have always been a huge part of my life and I think getting kids involved is huge for their growth. It’s not just about staying active—it’s about learning how to push yourself, working as a team, and staying focused when things get tough. For me, sports gave me the confidence to believe in myself and taught me valuable skills I still use every day.”
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