Moving the World Towards an Active Future: A Global Call to Action Led by WFSGI and Industry Leaders.

Physical inactivity is one of the defining public health challenges of our time. Across the world, sedentary lifestyles are contributing to rising levels of non-communicable disease, declining mental well-being, and growing pressure on health systems.

Addressing this challenge requires scale, influence and collaboration — and few organisations are better placed to lead that charge than the World Federation of the Sporting Goods Industry (WFSGI).

At Why Sports 2026, WFSGI will bring together a powerful collective voice, led by Caroline Brooks, alongside some of the most recognisable and influential brands in global sport and physical activity — ASICS, Pentland Brands, Decathlon and Adidas. Together, they will underline a shared commitment to tackling global inactivity and shaping healthier, happier communities worldwide.

A Global Federation With Global Reach.

WFSGI represents the sporting goods industry on the world stage, connecting manufacturers, brands and national associations across more than 40 countries. Its influence extends well beyond industry interests — playing an active role in shaping global health, physical activity and sustainability agendas.

Crucially, WFSGI works closely with both the World Health Organization (WHO) and the World Economic Forum (WEF), ensuring that the voice of sport and physical activity is heard at the highest levels of global policy and decision-making. These relationships position WFSGI as a vital bridge between industry, health, governments and international institutions.

As highlighted in WFSGI’s Physical Activity Impact Report, launched at the World Health Assembly 2025 in Geneva, physical activity must be recognised not only as a health intervention, but as a social, economic and environmental enabler — with the power to improve quality of life, productivity and community cohesion across the globe.

Collective Action to Tackle Global Inactivity.

No single organisation can solve inactivity alone. What makes WFSGI’s leadership so powerful is its ability to convene — aligning brands, policymakers and partners around a common purpose.

The presence of ASICS, Pentland Brands, Decathlon and Adidas at Why Sports 2026 reflects a shared belief that the sporting goods industry has both a responsibility and an opportunity to drive positive change. From grassroots participation to elite performance, from product innovation to inclusive campaigns, these organisations reach millions of people every day.

By working collectively, they can:

• Amplify consistent, evidence-based messages about the benefits of physical activity.

• Deliver large-scale campaigns that inspire people to move more.

• Support communities with accessible products, programmes and partnerships.

• Align commercial success with social impact.

This collective voice matters. When global brands speak together — supported by WFSGI’s leadership — they help normalise movement as part of everyday life and elevate physical activity as a global priority.

From Products to Purpose: Shaping Healthier Communities.

The sporting goods industry has evolved far beyond equipment and apparel. Today, it plays a central role in shaping how people engage with movement — at home, in schools, in workplaces and in communities.

WFSGI and its partners recognise that physical activity is foundational to wellbeing — supporting mental health, reducing the risk of chronic disease, strengthening social connections and contributing to happier, more resilient societies.

Through partnerships with WHO and WEF, WFSGI is helping to ensure that physical activity is embedded into wider global strategies — including health, urban design, education and sustainability. This systems-level thinking reflects a growing understanding that movement is not just an individual choice, but a product of environments, opportunities and social norms.

Leadership That Unites the Sector.

At Why Sports 2026, Caroline Brooks will lead the conversation — bringing together global industry leaders to explore how sport, movement and collaboration can help turn the tide on inactivity.

This session will highlight:

• How industry can align with global health priorities

• The role of collaboration in delivering population-level impact

• How campaigns and partnerships can drive behaviour change

• Why a united voice is essential to creating lasting change

  
  

The conversation will reinforce a powerful message: when industry leaders work together — across brands, borders and sectors — they can influence culture at scale.

Why This Matters Now.

The urgency is clear. Inactivity is rising, health inequalities are widening, and communities are under increasing pressure. But the opportunity is just as significant.

With global reach, trusted brands and growing alignment with international health institutions, WFSGI and its partners are uniquely positioned to help shape a more active future — one where movement is accessible, inclusive and embedded into daily life.

At Why Sports 2026, this global perspective adds a vital dimension to the conversation — connecting local action with international leadership, and reinforcing the role of sport and physical activity in building a healthier world.