Rising Above Life's Challenges

Phix’s mission is based around the idea that healthy living is not just about diet or exercise. Healthy living is also about engaging and supporting community members who are making the world a better place. Phix has forged partnerships with athletes overcoming odds and embracing life’s challenges. In May we were inspired by the athletes who surfed in the Life Rolls On and the Challenged Athlete’s Foundation “They Will Surf Again” event. More recently two Phix-sponsored athletes completed one of the most mentally and physically strenuous marathons in existence—the Badwater Ultramarathon. In other words, we aspire to recognize and support athletes who rise to life’s challenges.

A new community of inspirational athletes has attracted our attention. This fall, the RED campaign and Grassroots Soccer (GRS), leaders in the fight against HIV, are teaming up to create the INSPI(RED) soccer campaign which uses soccer training and HIV education to improve the lives of disadvantaged African kids. Phix is pleased to announce that we will be a proud sponsor of the 2011-2012 INSPI(RED) Soccer season.

Why soccer? In spite of day-to-day struggles to survive, disadvantaged children from poor African communities never relinquish their soccer dreams and love the sport with more fervor than many of their global peers. Soccer takes on new meaning and gives hope to many young athletes. These athletes make their own goals-- from old garbage bags and rubbish tied together with twine --while spreading their passion for the game with bare feet on steamy soil. What is more, researchers have shown community soccer programs to prevent HIV transmission by creating infrastructure for AIDS education and awareness. GRS implements a best practices SKILLZ curriculum supported by such organizations and foundations as: USAID, AED, UNHCR, the Bill and Melinda Gates Foundation, the W.K Kellogg Foundation, CARE International, and the Abbott Fund.

The 2010 World Cup in Johannesburg unleashed the latest tide of soccer mania while the African Youth Soccer Tournament has continued to ignite the passion of African youths for the sport. In sum more and more youth soccer players are being driven to play but at the same time are being given the opportunity to develop their talent by such programs as GRS. Phix welcomes this opportunity to shed light on the transformational power of active and healthy lifestyles for some of the most impoverished communities in the world.