Empowering the Next Generation

Why Not You Foundation & Youth Athlete of the Year Raise $10M+ for Youth Sports

10 million dollars. Thousands of young athletes. One powerful mission.

This year, 3BRAND deepened its commitment to youth sports equity by partnering with the Youth Athlete of the Year Awards — a celebration of extraordinary kids making extraordinary plays on and off the field. Together, we mobilized communities nationwide to raise more than $10 million toward expanding access to structured sports programs, athletic training, and leadership development.

The initiative included exclusive 3BRAND capsule drops, high-energy events, and heartfelt storytelling that shined a spotlight on what sport makes possible — confidence, belonging, opportunity.

“Kids are the heroes of our brand,” says Russell Wilson. “We’re just giving them the stage they deserve.”

As this movement grows, one thing is undeniable: the future of sport looks unstoppable.