Childhood today looks different than ours. For many kids, outdoor play has become rare. We’ve been thinking about what that means, not just for now, but for the future. And we believe it’s time to talk about it.
Why we talk about this
Children today spend more time sitting, indoors, and on screens, and less time playing freely outside. This shift impacts their physical health, but also their mental well-being, school results and everyday energy. Free play boosts brain development, creativity, social skills, and empathy.
WHO recommends at least one hour of daily physical activity for children, but we see that as a bare minimum.
For over 80 years, Reima has helped families stay active because movement is a natural part of childhood. That’s why we’re committed in raising awareness about what’s at stake, and why it’s time to act. If we don’t change the curve, we might just be the last generation of kids who knew how to climb, run and roll.
What can you do
It’s easy: take your child outside!
WHO’s recommendation of one active hour per day for children should be a starting point, not the goal. It doesn’t have to be perfect. It doesn’t have to be structured. It just needs to happen, and happen more often. Outdoors, it will be easier, and as a bonus your child benefits from nature and fresh air.
If you find it difficult to go, ask friends to join you. Together, the children will come up with games that banish boredom. So go outside. Not because you must, but because it’s their right.
P.S. You don’t have to figure it all out alone. Join Reima Friends and we’ll back you up with outdoor ideas and seasonal tips that make family life outside easier. Join via our newsletter, our free app or both.
Our manifesto
We're worried about our kids.
They spend their childhood indoors, sitting still, disconnected. And it's happening on our watch.
At Reima, we refuse to let our generation be the last to grow up with the joy of movement, the thrill of the outdoors, and the confidence built through real-world adventure. We refuse to accept a future where childhood happens behind glass.
We can’t wait for someone else to fix it. We’re the parents. The ones with the power and the responsibility to turn this around, step by step, choice by choice, day by day. At Reima, we refuse to accept that play is a luxury. We know it’s a right. And we’re here to defend it.
Join us in raising a generation of happier, healthier kids.