9,210 apparel, footwear and textile manufacturers were located around the epicenter of the 7.8 and 7.7-magnitude earthquakes, which caused widespread damage across Turkey and northern Syria when they hit during the night of Feb. 6, 2023, according to the Business & Human Rights Resource Centre. Many retailers have already committed money and resources to humanitarian efforts.
Updated March. 28, 2023
More than 50,000 people have now been confirmed killed, with many more displaced. Immediately after the earthquakes, the region experienced below-freezing temperatures. As such, some of the most pressing needs are still food, medicine, tents, and heaters. In response, several sporting goods companies have already committed to contributing to relief efforts.
On Feb. 13, VF Corp. announced it was mobilizing to deliver warm jackets and clothing to families exposed to the winter weather. It further announced that The VF Foundation, VF’s global philanthropic arm, is granting $100,000 to UNHCR, the UN Refugee Agency, to provide immediate life-saving aid to those impacted by the earthquakes. The Foundation will also match every dollar donated – up to $50,000 – throughout the month of February.
Writing on LinkedIn, Decathlon, which has around 2,400 teammates in Turkey, has used its local presence in Turkey to send warm clothes and winter equipment worth €1 million to affected areas. In addition, Decathlon has set up a solidarity fund of €1 million, managed by the King Baudouin Foundation, to provide financial aid to NGOs in the area.
Adidas announced it was partnering with the Deutsches Rotes Kreuz (the German Red Cross) to support relief efforts and setting up a platform to match Adidas employee contributions. In a LinkedIn post, Adidas added, “We would especially like to thank members of our team in Turkey who have already coordinated the distribution of clothing to those in need.”
U.K.-based outdoor brand Alpkit’s Continuum Project is currently working with the Sheltersuit foundation to send sleeping bags to those affected by the earthquake in Turkey and Syria.
The International Olympic Committee (IOC) has announced that it will donate, together with the Olympic Council of Asia (OCA), the European Olympic Committees (EOC) and the Olympic Refuge Foundation (ORF), a total of $1 million to help the Olympic community in the areas affected by the recent earthquake. The IOC and OCA will each give $250,000; the EOC will give €250,000; the ORF will make available an additional $260,000 for immediate emergency assistance to the local population and refugees in Turkey.
The IOC’s president, Thomas Bach, said that there are several athletes and members of the Olympic community among the victims. Many others have lost their homes. Furthermore, a number of sports infrastructures in the affected areas have been heavily damaged.
On Feb. 16, Cotopaxi announced it was sending $110,400 of sleeping bags to Turkey, with plans to send a donation of outerwear in the coming days. CEO Davis Smith shared on LinkedIn that “we’re a small brand that is experiencing the same pressures as other companies in this looming recession. It is painful to give this much on top of all the impact work we already do. But this is what life is all about … using what we have to lift others! I’d encourage businesses and individuals to join us and give to the point where it is a little uncomfortable.” Cotopaxi also launched a $30,000 donation matching pledge in partnership with Mercy Corps.
Meanwhile Haglöfs announced it was opting for a monetary donation to UNICEF.
In March 2023, the ultra-realistic indoor cycling app Rouvy and race organizers Challenge Family announced they had raised $30,000 to support the Red Cross efforts in Turkey and Syria through a virtual ride challenge. Over 8,700 cyclists had two weeks to complete a ride on the Rouvy app, with the amount raised based on how many cyclists took part. A total of 76,038 km was logged. The amount also included a donation by Rouvy and the Challenge Family athletes.
This is not the first time brands have felt compelled to take charitable actions following a humanitarian crisis. After the earthquake in Nepal in April 2015, a number of sports and outdoor companies responded. Sherpa Adventure Gear committed to raising an initial $30,000, and Columbia Sportswear committed to cash and product donations. In 2011, Marmot donated 1,300 jackets to victims of the earthquake and tsunami that struck Japan. Following the 2010 earthquake in Haiti, Columbia Sportswear arranged for the shipment of shoes and clothing worth more than $3 million and 1,000 Columbia and Mountain Hardwear tents to Shelterbox. In 2021, Skechers announced it was supporting Haiti earthquake relief efforts with a $1 million donation.
