Empowering Young Futures Through the Beautiful Game
The K2 Foundation and JOGA come together to create opportunities for children through education, community and the power of sport.
The partnership officially launched on 3 July 2026 alongside JOGA's latest Christo product collection. As part of the collaboration, 5% of profits from every Christo purchase are donated to the K2 Foundation, helping us continue our long-term support of Associação Semeando Amor in São Paulo, Brazil.
This partnership represents an exciting milestone for the Foundation as we continue building meaningful relationships with organisations that share our commitment to creating brighter futures for children and young people.
A shared connection to Brazil
Our flagship project is our long-term partnership with Associação Semeando Amor in São Paulo, Brazil, where we've funded and supported the rebuilding of a safe, inspiring community school serving children and families from a local favela community.
What began as a vision to create a place where children could learn, grow and feel safe has become a long-term commitment to supporting education, wellbeing and opportunity for future generations.
Today, we're seeing that vision become a reality. By continuing to support the school, we're helping create lasting opportunities for children, families and the wider community, ensuring the impact extends far beyond the classroom.
JOGA was born from the culture and creativity of Brazilian football, making this partnership a natural fit. Together, we're combining the power of education and sport to inspire confidence, encourage ambition and create opportunities that can change lives.
More than a donation
This partnership is about far more than fundraising.
Alongside donating a percentage of profits from every Christo collection purchase, JOGA has committed to providing products from its youth range, JOGA Starz, directly to the children at the school.
These donations will give children the opportunity to enjoy sport, build confidence, express themselves and experience the sense of belonging that football can create.
Together, we're helping ensure children not only have a place to learn, but also opportunities to play, grow and thrive.
Stronger together
At the K2 Foundation, we believe lasting impact is created through collaboration.
Every partnership we build is founded on shared values, mutual trust and a common ambition to create opportunities that improve lives.
The partnership with JOGA is a fantastic example of that approach, bringing together two organisations connected by a shared belief in the power of community, opportunity and the positive influence that sport can have on young people.
Shelley Jarlett-Hill, K2 Foundation Committee member and Global Head of Marketing at K2 Group, said:
"From the moment we met the JOGA team, it was clear we shared a common belief in the power of community and opportunity. This partnership marks an exciting new chapter for the Foundation. Together, we're creating opportunities for children through education, sport and community, and we hope it's the first of many organisations that choose to join us on our journey."
Aimee Sale, Retention & Organic Marketing Lead at JOGA, added:
"When we learned about the K2 Foundation's school project in Brazil, we knew there was a natural alignment between our organisations. We're proud to support the Foundation and look forward to creating opportunities for the next generation, both on and off the pitch."
Discover the Christo Collection
The Christo collection is now available through the JOGA online store.
Every purchase helps the K2 Foundation continue supporting Associação Semeando Amor in São Paulo, Brazil, creating opportunities for children through education, community and brighter futures.
By choosing the Christo collection, you're helping us continue investing in projects that make a lasting difference to children and families, not just today, but for years to come.
Explore the JOGA Christo Collection: https://shopjoga.com/collections/cristo
Looking Ahead
The partnership with JOGA is the first of several exciting collaborations we're developing as part of our new Foundation strategy.
Together with our charity partners, supporters, volunteers and communities around the world, we're building something that goes far beyond fundraising.
We're creating opportunities.
We're building brighter futures.
And we're only just getting started.
Follow JOGA on Socials:
Instagram: https://www.instagram.com/jogaglobal/
TikTok: https://www.tiktok.com/@jogaglobal
LinkedIn: https://www.linkedin.com/company/jogaglobal
Moving Futures. Delivering Impact.
Frequently asked questions
Straight answers to the questions we hear most about the K2 Foundation.
What is the K2 Foundation's school in São Paulo?
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The Foundation built a new school in Parelheiros, São Paulo, with Associação Semeando Amor com a Tia Mônica, replacing the small home classroom where the charity began. The modern, fully accessible building includes classrooms, an indoor play space, an infirmary, and an equipped kitchen and dining area. Construction is complete, and the K2 Foundation continues to support the school's operational costs on a long-term basis.
What is the K2 Foundation's partnership with JOGA?
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The partnership between the K2 Foundation and JOGA is a strategic collaboration with a football brand inspired by the spirit of Joga Bonito, launched on 3 July 2026 alongside JOGA's Christo product collection. Under the partnership, 5% of profits from every Christo purchase are donated to the K2 Foundation to support Associação Semeando Amor, the Foundation's school project in São Paulo, Brazil. It is the first of several collaborations the Foundation is developing as part of its new strategy.
How does the JOGA Christo collection support the K2 Foundation?
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5% of profits from every purchase in JOGA's Christo collection are donated to the K2 Foundation. These donations help the Foundation continue its long-term support of Associação Semeando Amor in São Paulo, Brazil, creating opportunities for children through education and community. The collection is available through the JOGA online store.
What is JOGA Starz?
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JOGA Starz is JOGA's youth product range. As part of its partnership with the K2 Foundation, JOGA has committed to providing JOGA Starz products directly to the children at the Foundation's school in São Paulo. These donations give children the opportunity to enjoy sport, build confidence and experience a sense of belonging through football.
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