Eliminating prejudice, breaking down barriers and improving school achievements: these are just three of many benefits sports can bring. Since 1999, the Laureus Sport for Good Foundation has been harnessing the integrative force of sport to bring about social change and offer more promising future prospects for disadvantaged children and adolescents.
As part of its efforts to spread the word about the values promoted by Laureus and in order to raise public awareness of its work, IWC organized a bike tour in Monaco. Celebrities and influencers from the world of sports were invited to the event, where they discussed some of the current charity projects. Among those taking part were Laureus ambassadors such as the Formula One world champion Nico Rosberg, the double Olympian champion cyclist Fabian Cancellara and the Ironman World Champion Jan Frodeno. The 30 kilometres from Monaco to Ventimiglia were also traversed by the extreme cyclist Patrick Seabase as well as Nadine Rieder, Sofia Wiedenroth and Morgane Such from the AMG Rotwild Mountainbike Racing Team. They were joined by the influencers Jessica Kahawaty, Nel-Olivia Waga and Linda Mutschlechner.
Each year, the Laureus foundation organizes the Laureus World Sports Awards to honour the most successful athletes and raise awareness of its projects. The winners are decided by members of the Laureus World Sports Academy. Three former athletes were also newly accepted into this circle, which now includes 61 sporting legends: Swiss cyclist Fabian Cancellara, Dutch footballer Ruud Gullit and Scottish track cyclist Sir Chris Hoy. The new members received a Da Vinci Chronograph Edition “Laureus Sport for Good Foundation” from the IWC CEO Christoph Grainger-Herr. On the occasion, the brand celebrated the launch of the Da Vinci Chronograph Edition “Laureus Sport for Good Foundation”. Some of the proceeds from sales of this 1500 pieces limited edition are used to support the foundation’s sports projects.
Numerous sports stars and VIP guests were attending the gala in Monaco, including Boris Becker, Serhij Bubka, Michael Johnson, Mika Häkkinen and Katarina Witt. Many of them answered the appeal made by the #sneakersforgood campaign and stepped onto the red carpet in trainers. The shoes were signed and will be auctioned at a later stage, with the proceeds going to sports projects organized by Laureus worldwide.
