Umbro Canada, the soccer-focused Nike subsidiary, has partnered with Kickballs for Kids to launch a grassroots program designed to provide underprivileged kids in Canada and various African nations with soccer balls.

“We wanted to find a way to give back to the game that was authentic to our brand,” said Kathryn Hicks, marketing manager at Umbro Canada, in a release. “We were inspired by Kickballs for Kids and felt it was the right time and fit for us to participate.”

The sportswear company is donating one soccer ball for every five people who sign up for its monthly newsletter at UmbroCanada.ca or through the charity’s Facebook page.

The newsletter targets the soccer community, which can include retailers, parents, players and coaches, said Mike Mulligan, president and strategic director, Element Eight Inc., the agency behind the partnership and project.

“The story is very powerful and the level of engagement we’re asking from people is minimal, but the long-term reward is very beneficial to those kids who receive soccer balls,” said Mulligan.

Umbro Canada and Kickballs for Kids are promoting the project across social media sites.

“We are extremely excited that Umbro has come onboard to help our cause,” said Kickballs For Kids founder Chris Thompson, in a release. “This is a great partnership where the real winners are the kids.”

This story first appeared on marketingmag.ca

Read the press release here.

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