K2 Foundation teams with JOGA to fund São Paulo school support

K2 Foundation has launched its first external partnership with football brand JOGA, tying Christo product sales to support for a community school in São Paulo, Brazil. The deal adds product donations for children and aims to expand long-term funding for education, wellbeing and opportunity.

Why it matters: - The partnership creates a new funding stream for the K2 Foundation’s work with Associação Semeando Amor com Tia Mônica in São Paulo. - The collaboration links consumer sales to community support, with 5% of profits from every Christo purchase going to the foundation. - The effort combines education and sport for children in a favela community, where safe learning spaces and youth opportunity remain critical.

What happened: - The K2 Foundation announced its first strategic external partnership with JOGA, a football brand inspired by Joga Bonito. - The partnership launched on 3 July 2026 alongside JOGA’s Christo product collection. - JOGA will donate 5% of profits from every Christo purchase to the K2 Foundation. - The funds will support the foundation’s ongoing work with Associação Semeando Amor com Tia Mônica in São Paulo, Brazil. - JOGA also committed to donating products from its youth range, JOGA Starz, directly to the children at the school.

The details: - The K2 Foundation’s flagship project is its long-term partnership with Associação Semeando Amor in São Paulo. - The foundation funded the rebuilding of a safe, inspiring community school for children and families from a local favela community. - The school is intended to support education, wellbeing and opportunity for future generations. - The Christo collection is available through the JOGA online store. - Purchases from the Christo collection help support the foundation’s work in São Paulo. - The source text includes links to K2 Group social channels: LinkedIn, Instagram, and YouTube.

Between the lines: - The partnership gives K2 Foundation sustainable funding beyond one-off donations. - JOGA gains a social-impact tie-in that aligns with its Brazilian football identity. - The relationship is meant to grow into a long-term collaboration focused on young people. - Shelley Jarlett-Hill said the partnership is about more than fundraising and reflects a shared commitment to brighter futures. - Aimee Sale said JOGA saw a natural alignment after learning about the foundation’s school project in Brazil.

What's next: - K2 Foundation expects partnerships like this to play a bigger role as it grows. - The foundation plans to use such collaborations to expand community impact and support long-term projects across K2’s global network. - JOGA and K2 Foundation said they want to keep building the relationship and create more opportunities for children on and off the pitch.

The bottom line: - The deal turns a fashion-sports product launch into a recurring source of support for children’s education and community development in São Paulo.