Thriving not surviving: How a 23-year partnership empowers people to live active and healthy lives

Pentland Brands

Client: In Kind Direct

Everyone deserves access to life’s essentials, which is why for the past 23 years Pentland Brands and In Kind Direct have partnered up to help UK communities access products that help them live a healthy and happy life.

Through the partnership, Pentland Brands, the name behind some of the biggest sports and apparel brands such as Mitre, Canterbury of New Zealand, Berghaus and ellesse donates quality sports and clothing product to the charity In Kind Direct, who then sort, store, and distributes these items to its extensive network of UK charities, community groups and schools.

Since starting in 2000, the long-standing partnership has donated over £5m+ of product reaching an incredible 3,349 UK charitable organisations through In Kind Direct. 'These smaller organisations are a lifeline for their community, and the low-income families and individuals struggling to afford everyday items.

With 14.5 million people in the UK living in relative poverty, it’s tough for families to prioritise items that support physical and mental health. For someone on the poverty line, a football for their community sports team or a set of quality PE kit can mean all the difference between surviving or thriving.