K2 Foundation launches new brand and global impact plan

K2 Foundation unveiled a refreshed identity, new website and 2030 strategy on July 1, 2026, as the charitable arm of K2 Group aligns with the company’s broader evolution. The plan focuses on children and young people, with targets for lives impacted, charity partnerships, employee volunteering and measurable project outcomes.

Why it matters: - K2 Foundation is moving from standalone charitable activity to a more structured global strategy with measurable targets. - The plan is aimed at longer-term impact for children and young people in the communities where K2 Group operates. - The refresh ties the foundation’s work more closely to K2 Group’s own global expansion.

What happened: - K2 Foundation unveiled a refreshed brand identity, a new website and a global strategy on July 1, 2026. - The launch followed the evolution of K2 Corporate Mobility into K2 Group earlier in 2026. - The foundation said the new identity and strategy mark the next chapter of its charitable work. - The foundation is based in Guildford, United Kingdom.

The details: - The foundation was established in 2023 by members of K2 Group’s senior leadership team, with support from a global Foundation Committee and regional Charity Champions. - The foundation works with local charities, employees, clients and supply chain partners. - A major early project was the transformation of a community school in São Paulo, Brazil. - That project shifted from a renovation plan to a new fully accessible school after refurbishment was deemed insufficient. - The foundation’s mission is to empower children and young people through access to wellbeing support, healthcare, education, sport and personal development opportunities. - By 2030, the foundation aims to positively impact more than 10,000 lives. - The 2030 plan also targets long-term partnerships with at least six core charity organizations across the global network. - The foundation wants more than 75% of K2 employees to take part in volunteering or fundraising each year. - The strategy calls for measurable outcomes across every major project and sustainable funding streams for long-term investment. - The five core pillars are Strategic Charity Partnerships, Volunteering, Fundraising, Sponsorship and Payroll Giving. - The foundation operates through Charity Champions across Europe, the Americas, the Middle East, Africa and Asia-Pacific. - The organization says the model is designed to deliver local projects while supporting one global mission: “Moving Futures, Delivering Impact.” - The first strategic partnership will be announced in the coming weeks. - The new website and refreshed identity are part of the broader relaunch. More information

Between the lines: - The strategy shifts the foundation from general giving to a framework built around accountability, scale and repeatable impact. - The emphasis on partnerships and funding streams suggests K2 Foundation wants to move beyond one-off initiatives. - The school in Brazil serves as an early proof point for the foundation’s focus on durable, community-led projects. - K2 Group is using the foundation to reinforce a broader message that business growth and social impact should advance together.

What’s next: - K2 Foundation plans to announce its first strategic partnership in the coming weeks. - The organization will likely use the new framework to measure progress toward its 2030 targets. - More collaborations with businesses, employees and community partners are expected as the foundation expands its reach.

The bottom line: - K2 Foundation is pairing a new brand with a more ambitious global roadmap, and the success of the relaunch will hinge on whether it can turn its 2030 goals into measurable results.