JogOn and Vitality Partner to launch Give2Move campaign

JogOn are delighted to be working with Vitality with the launch of Give2move accelerating their national campaign to collect unwanted and end of life running shoes and preventing them from heading into landfill. The campaign was launched at Battersea Park in conjunction with parkrun and with the help of Vitality ambassador and England Rugby Captain Maro Itoje. 

Full press release as follows: 

Maro Itoje backs Vitality campaign to give unused trainers a second life and tackle an issue that is a barrier to exercise for 1 in 3 Brits

  • 114 million pairs of trainers are sitting in UK cupboards not being used, according to new research from Vitality
  • Brits own an average of five pairs of trainers, with almost a third (30%) having pairs still in their original packaging that they’ll never wear
  • More than half (53%) keep trainers they no longer wear but are still in good condition, while nearly half (48%) hold onto them ‘just in case’
  • Vitality has launched Give2Move, backed by England captain Maro Itoje, to get trainers passed on to those who need them and help more people get moving

London, May 2026: An estimated 114 million pairs of unused trainers are sitting in cupboards across the UK, according to new research from Vitality Health and Life Insurance.

For many households, trainers are going unused. The average Brit owns five pairs, yet almost a third (30%) say they have pairs still in their original packaging that they’ll never wear, while 77% admit they mainly stick to one favourite pair. A further 31% say they have enough pairs of trainers in their cupboard to wear a different pair every day of the week.

Even when no longer used, many trainers are kept. Over half (53%) say they hold onto pairs that are still in good condition, while nearly half (48%) keep them ‘just in case’, leaving millions unused and being stored in our cupboards in homes across the country.

Keeping active is a critical factor in living a healthier life, with a mortality reduction of up to 57% available for people that move from an inactive lifestyle to an active one*. The new campaign from Vitality focuses on ensuring no one is inactive due to not having trainers. This comes as over half (51%) of Brits saying they have struggled to afford trainers and 35% admitting the cost of sports kit has impacted their ability to exercise or stay active. These figures point to a gap between unused trainers in homes and those who can’t afford the kit they need.

In response, England rugby captain Maro Itoje and Vitality have launched Give2Move, a new initiative focused on breaking down this barrier to being active and recognising the important role regular physical activity plays in supporting both physical and mental health.

With the gap in physical activity between the most and least deprived communities widening**, Give2Move aims to collect 1 million pairs of trainers over five years to help more people across the UK get moving – a mission at the heart of Vitality.

Maro kicked off the campaign this week at Battersea parkrun, where over 1,000 runners took part.

Public support is already strong – nearly half (49%) of the population say they’d donate trainers if it helped someone else get active.

Maro Itoje says: “Staying active should be something everyone can access, but for some people, not having the right kit can be a real barrier. I know first-hand how important regular activity is for both mental and physical health, which is why it’s so important we all come together to break down the barriers that exists to getting active.   Being part of Give2Move means I can be part of this movement to ensure no one can say that trainers are why they are not moving more.”

Dr Milly Marshall, Medical Advisor at Vitality, said: “Regular physical activity is one of the most important things we can do for our overall health, helping to reduce the risk of chronic conditions, supporting our mental wellbeing and helping us live longer in good health.*** But for some people, not having the right kit, including access to trainers, can be a genuine barrier to getting active. Initiatives like Give2Move can play an important role in helping to remove that barrier and make activity more accessible to more people.”

Vitality has launched Give2Move in partnership with Shoe Aid and JogOn. Donation points will be available at Vitality Partners across the country, with more details available on Vitality.co.uk soon.

For more information on Give2Move click here . 

Check out the JogOn RIA Alliance Partner profile here  .