When Young Sport opens its first store in Frölunda Torg outside of Gothenburg on April 20, Sweden will get its first sports chain targeting only children and juniors between ages 2 and 14. The managing director is Marcus Björke, 25, who previously owned two big sport stores in western Sweden. More stores are to follow, selling brands such as Didriksons, Viking, Five Seasons, Umbro, Röhnisch, Puma and Converse. At each purchase, customers will have the choice to add up to the sum and thereby donate money to projects supporting young sports talents from challenged economic backgrounds.

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