Kinder® and U.S. Soccer Foundation Launch "Goals of Joy" to Inspire More Active and Joyful Communities Through Soccer

New initiative taps into soccer's rising popularity to ensure more youth experience the benefits of physical activity and family engagement

PARSIPPANY, N.J., July 8, 2025 /PRNewswire/ -- Kinder®, part of the portfolio of brands from leading confectionary company Ferrero, and the U.S. Soccer Foundation announced that they will debut "Goals of Joy" this fall, a new initiative designed to empower youth to build positive attitudes toward movement and build vital life skills through the world's most popular sport.

Through a three-year partnership, Kinder and the U.S. Soccer Foundation will seek to combat the downward trend of physical activity among U.S. youth. According to the Physical Activity Alliance's latest report card, only 20-28% of 6-17-year-olds meet the 60 minutes of daily physical activity guidelines. In addition, the U.S. received a D- grade for overall physical activity in 2024.

Kinder and the U.S. Soccer Foundation will integrate their proven programs in key markets—Kinder Joy of Moving, a Ferrero global social responsibility initiative, and the Foundation's Coach-Mentor Training and Soccer for Success after school program—to advance physical activity and overall well-being for children in underserved communities through trainings, community and family events, and family-friendly resources that can be used both within and beyond soccer programs, including at home.

The initiative will kick off this fall in the New York City metro area and expand to additional markets over the next three years. The two organizations will leverage the upcoming Men's and Women's World Cups—happening in summer 2026 and summer 2027, respectively—to generate deeper community and family engagement. By the end of the initiative in August 2027, more than 30,000 youth and families will benefit from the initiative.

"We are honored to partner with the U.S. Soccer Foundation to create soccer programs that will help more children experience the joy that comes with getting outside and moving, while simultaneously promoting critical social and emotional skill development," said Catherine Bertrac, Senior Vice President Marketing, Kinder North America. "The U.S. Soccer Foundation's mission aligns well with our strong belief that a positive attitude towards movement will make today's children better adults tomorrow."

"Soccer is having a moment here in the U.S—and we want young people to have theirs, too," said Ed Foster-Simeon, President & CEO of the U.S. Soccer Foundation. "That's why we are leveraging this moment to further our movement to use soccer to create healthier, stronger communities nationwide. We're thrilled to team up with Kinder to advance this important work and know that together, we will have an even greater impact."

Established in 2005, the Kinder Joy of Moving program is part of Ferrero's ongoing commitment to contribute to the overall wellbeing of the communities it serves and is currently active in more than 30 countries around the globe. The program is founded on the principle that when children grow up active, they grow up happy. Joy of Moving utilizes scientifically recognized methodology that aims to get children moving through play to improve physical fitness while also developing cognitive, emotional and social skills.

The U.S. Soccer Foundation is leading national legacy efforts to ensure the FIFA World Cup 26™ contributes to positive social impact in the years before and following the tournament, working with several Host Cities to create mini-pitches and support proven programs including FIFA World Cup 26 New York New Jersey™, FIFA World Cup 26 Philadelphia™, and FIFA World Cup™ Boston 2026. For over 30 years, the U.S. Soccer Foundation has advanced soccer as a tool for social impact, working with 1,000+ partners to support under-resourced communities. Its initiatives prioritize health, well-being, and positive youth development.

About Kinder Joy of Moving
Kinder Joy of Moving, is an international Ferrero Group Social Responsibility project, that since its launch in 2005 has inspired more than 63 million children and their families worldwide to get active, enjoy moving, and develop life skills in an engaging and joyful way. At the heart of the project is the strong belief that a positive attitude towards movement will make today's children, better adults tomorrow. Kinder Joy of Moving operates around the world with high profile, qualified and expert partners, to organize and support physical education programs in and out of schools, sporting events for children with the aim to guarantee that movement is above all a joy for children.

About the U.S. Soccer Foundation
As the national leader for sports-based youth development in under-resourced areas, the U.S. Soccer Foundation is on a mission to let soccer do what it does: change absolutely everything. Founded as a legacy of the 1994 FIFA World Cup, the Foundation provides underserved communities with access to innovative play spaces and evidence-based soccer programs that instill hope, foster well-being, and help youth achieve their fullest potential. Headquartered in Washington, D.C., the U.S. Soccer Foundation is a 501(c)(3) organization. For more information, visit www.ussoccerfoundation.org or follow us on LinkedIn and Instagram.

CONTACT: Kelsey McGeough, [email protected]

SOURCE Ferrero North America