The World Federation of the Sporting Goods Industry (WFSGI) and leading brands gathered in New York to celebrate the inclusion of physical activity in the UN’s Political Declaration on Non-Communicable Diseases. This was made in connection with the 80th anniversary of the founding of the United Nations in 1945. Industry leaders warn, however, that without investment and access, the inactivity crisis will deepen — with serious social and economic consequences.
UPDATE:
The UN Political Declaration on noncommunicable diseases (NCDs), which had gained broad support among member states, failed to secure consensus adoption at last week’s High-Level Session of the UN General Assembly.
The United States objected to the text, forcing the declaration into a formal vote in the General Assembly expected in the coming weeks. U.S. Health Secretary Robert F. Kennedy Jr. argued that the draft went too far in recommending measures such as taxes on unhealthy products, while not adequately addressing other chronic disease issues. The objection interrupted what many leaders described as a milestone agreement, meant to elevate physical activity and other preventive measures to the same level as tobacco, alcohol, and unhealthy diets in global health policy.
Heads of state, ministers, and health leaders from both developed and developing blocs had urged immediate adoption. With consensus blocked, the declaration now faces additional procedural hurdles before it can be endorsed.
Activity as public health intervention
For the first time since 2018, physical activity has been explicitly recognised in the draft of the United Nations Political Declaration on Non-Communicable Diseases (NCDs) as a cost-effective public health intervention. The declaration puts movement on par with tobacco, alcohol and nutrition as a global health priority. Unfortunately, as said in the update the draft now faces a vote in the GA – most likely October 2025, observers said.
The move is being hailed by the sporting goods sector as a long-awaited acknowledgement of sport’s preventive power. The WFSGI organised a pre-summit event in New York under the banner “Moving the World Towards a Healthy and Active Future”, bringing together brands including Nike, Adidas, New Balance, Amer Sports, Asics, Decathlon, Speedo, Shimano and Under Armour.
Inactivity as a global risk
WFSGI board member and New Balance COO Dave Wheeler warned that today’s youth are “the least active in history,” adding that inactivity is a top-tier risk factor for NCDs. Data presented at the event showed that only one in three adults worldwide meet recommended activity levels, while 81 percent of young people risk remaining inactive without intervention.
If current trends continue, an additional 500 million people will suffer from inactivity-related conditions by 2030, with healthcare costs projected to exceed US$300 billion.
From policy to practice
The New York event, held at the Masaryk Community Gym, highlighted grassroots efforts alongside policy change. Four-time Olympic medallist Cullen Jones, a Speedo ambassador, stressed the dual importance of sport as a life skill and a tool for health, while representatives from UNICEF, C40 Cities, and United for Global Mental Health underlined the wider benefits of access to movement.
The WFSGI’s Physical Activity Committee, chaired by Nike’s Elena Korf and Pentland Brands’ Simon Rowe, has coordinated industry-wide efforts to address inactivity, aligning with the WHO Global Action Plan on Physical Activity (GAPPA).
SGIE interview with Simon Rowe: “We have a responsibility to drive change”
Barriers to participation
Beyond awareness, economic factors remain a significant barrier. Tariffs and rising costs threaten affordability of sporting goods, particularly for disadvantaged households. In the U.S., only 24 percent of children from families earning below $25,000 a year regularly participate in sport, compared to 44 percent of those from households above $100,000.
This reinforces findings covered in SGI Europe’s Impact of Sports series, where case studies have shown how investment in grassroots infrastructure can reduce inequalities in participation.
Call for collaboration
SGIE got hold of WFSGI CEO Emma Zwiebler, during the event in New York.
What are the industry’s next collective steps to promote physical activity?
Firstly, we are committed to further expanding our coalition of member brands addressing the physical inactivity challenge.
We featured 26 in our 2025 Physical Activity Impact Report and are now focused on gathering even more case studies from our membership that can inspire and support both the public and private sectors to improve physical activity, particularly targeting the next generation.
Secondly, we are working towards providing more public and private sector platforms where our collective industry voice can be heard. This week, WFSGI and our Physical Activity Committee are at UNGA, hosting our own event as well as delivering our collective physical activity message at other public sector round tables and events.
Do you have an idea of how much the sporting goods industry invests in supporting physical activity?
Between social programmes, corporate donations, company foundations, and brand marketing, the sporting goods industry invests significantly to support physical activity across the full value chain.
Some recent campaigns that highlight movement and physical activities by our members, including Asics, Decathlon, Nike, and more.
WFSGI CEO called for governments, NGO,s and the private sector to accelerate GAPPA implementation in a speech in New York.
“Sport is a universal connector — but we can’t do it alone. It is imperative that public and private sectors act now to ensure these new commitments signed by UN Member States turn into action,” she said. ”The recognition of physical activity at the UN level is a symbolic win for the sector. The challenge now will be ensuring that brands, policymakers, and civil society translate it into measurable outcomes.”
