Liike on lääke

K has been a prominent supporter of sport for many years. Now we are supporting physical activity among young people with a new project called Liike on lääke (Movement is the Medicine).

Only a third of children and young people exercise as recommended and around 40% already have a level of physicality that can interfere with their everyday life*. At the same time, the desire to play sport has declined**. Measures to get Finns moving have even been written into the government programme.

"Liike on lääke" briefly

K-ryhmä, together with its partners, organized over 100 free children's and youth "Liike on Lääke" sports events across Finland during the summer of 2024. Nearly 73,000 people participated in the events! Attendees had the opportunity to try various sports, and the Pirkka Street Basket events focused on basketball. More than 80 sports clubs from across the country were involved in organizing the events.

K together with various sports federations and clubs

Finland needs to get moving - K-ryhmä invited the Football Association of Finland, the Finnish Basketball Association and the Finnish Tennis Federation to a joint project called "Liike on lääke", which aims to encourage children and young people to exercise. We also invited sports clubs and other organisations from all over the country to participate, for example FCAA Hockey from ice hockey and HIFK Juniors and HNMKY from basketball. The project combines in a unique way the different donation areas of K-ryhmä's sponsorship and the different sports federations under one project.

At its best, movement is bouncing and balling, jumping and shuffling, playing and doing things that happen as if by themselves.

"Movement is indeed a remedy for a better life! We need joy, enthusiasm, and inspiration by example, and at K-Ryhmä, we want to show all the good that exercise brings to children and young people.

Our initiative is unique because we encourage young people to get active across different sports together with the Football Association of Finland, the Finnish Basketball Association, the Finnish Tennis Association, junior ice hockey clubs, and JVG. We are building a new approach to physical activity by promoting all kinds of movement. In addition to structured club activities and competitive sports, being active can mean much more: playing, having fun, or casual exercise."

    -Heidi Jungar, VP, K BRAND, SPONSORSHIPS & INSIGHT

JVG as ambassadors

JVG, a rap duo, was chosen as the project's figurehead. They produced a new song for the K-ryhmä called LIIKE, inspired by the original song Liike on Lääke.

"Exercising and sport have played a big role throughout both our lives. Even on tour we do sport whenever possible. We want to be ambassadors for movement together with the K-ryhmä and sports federations. Come and challenge us!", say Jare and Ville Galle from JVG.

Play LIIKE-song in the locker room or in the arena to give a boost!

The song produced for the project is available to everyone - our goal is to get it played at as many sporting events as possible during the year. The song will be played at Davis Cup matches, at the Huuhkajat game and at the Susijengi's  qualifiers. Take the song and play it in the locker room and at matches! If you like to see the photos on social media, please tag @kryhmä #liikeonlääke - we're happy to follow your news all over the country.

Read more: www.k-ryhma.fi/liikeonlaake 

Listen to the song here: https://open.spotify.com/track/1tcWd4oz8WqV1Q8UjMrxQV?si=a7f007fadd9a472f