Inspiration Corner


Disabled Athletic Associations

JYSK have decided to dedicate our sponsorship resources on supporting disabled athletics. We support these elite athletes for their admirable will. Their achievements are a testament to their talent and strength of will to overcome disablity. Through its sponsorships, JYSK provides nationwide support in Denmark for many sporting associations.

The first association to be supported by JYSK was The Danish Athletic Association for the Disabled. This sponsorship began after the Paralympic Games in Seoul, South Korea in 1988, when Danish paraplegic athletes found themselves in need of a main sponsor. Kristine, the wife of JYSK owner Lars Larsen, decided that JYSK should step in and help. In 2002 the sponsorship grew and JYSK became sponsor for disabled sport in Norway and in 2004 Sweden. JYSK Franchise also supports disabled athletics in Canada, Iceland and The Faroe Islands. 

The Danish Cancer Society

In 2004 JYSK Denmark began collaborating with the Danish Cancer Society to raise money for the fight against breast cancer. In 2009 the partnership was expanded when JYSK changed its logo for the first time ever: as head sponsor of a Danish television funding drive, JYSK coloured its logo pink for national television. JYSK raised around 135,000 euros for the fight against breast cancer.

Watch the commercial with the pink logo here.

A Danish Fundraiser

Ever since the Danish national public service television channel, DR, began broadcasting its nationwide collection drive in which the largest Danish humanitarian organisations joined forces to raise money for international emergency aid projects, JYSK owner Lars Larsen has repeatedly shown JYSK's support by making significant pledges. In 2010 Lars Larsen donated 150,000 euros to women in Africa and the earthquake victims in Haiti.

Earthquake victims in Haiti

The catastrophic earthquake that struck Haiti in January 2010 shook the entire world. JYSK sent 7,000 blankets and 5,000 sleeping bags to SOS Children's Villagesin Haiti from its warehouse in Uldum, Denmark. A total of ten tonnes of emergency aid were shipped, making this the largest single donation of goods in JYSK history. Other JYSK emergency aid initiatives for the victims in Haiti:

  • Employees from the Swedish district in Northern Norrland took the initiative to raise EUR 630 for Doctors Without Borders.
  • SOS Children's Village collection bins were placed in all JYSK stores in Denmark and Sweden.
  • JYSK Norway sent 500 blankets and sheet sets to the Petit Troll elementary school in Port-au-Prince.
  • JYSK Franchise Ukraine supported the Danish collection drive by contributing 3,350 euros.
  • JYSK Finland collaborated with SOS Children's Villages and distributed some 5,000 brochures in the stores. JYSK employees in Finland also raised money and have an ongoing partnership with SOS Children's Villages that involves the donation of goods.

JYSK sent 7,000 blankets and 5,000 sleeping bags to SOS Children's Villages in Haiti from the company warehouse in Uldum, Denmark. Among those present to pack the first boxes were Line Grove Hermansen, SOS Children's Villages Communications Manager and Jonas Schrøder, JYSK's Corporate Social Responsibility Manager. Photo: Enkorn.