“Purpose matters. Thanks to my career, I’m lucky enough to have a platform and a voice that people listen to. Standing up for the things I believe in is not a pressure, it’s a privilege.”

Lewis Hamilton

2025 is proving that once again, purpose matters. Over the last 12 months, Instagram partnered with a group of athletes who each had a message to share. This partnership came through Instagram’s Athletes for Purpose program, which aims to amplify the purpose-driven work that athletes are doing. The program launched in 2023 with 3 of the UK’s most exciting athletes - Jack Grealish, George Russell and Emma Raducanu - supporting their work around mental health, female sport and child disability. Last year we began supporting seven new athletes through the program.

Among these athletes are Lewis Hamilton, Nick Kyrgios, Jake Williamson, Jamie Chadwick, Alessia Russo, Trent Alexander-Arnold and Anthony Joshua; each celebrated for their incredible sporting successes, but each with a cause that deeply matters to them. From sharing their own experiences to creating their own foundations, they’re all choosing to use their voices to lift up their communities. Most importantly, they are inspiring real change for the next generation.

We caught up with them to chat about their purpose-driven work.

Uplifting Communities

For Trent Alexander-Arnold, Anthony Joshua and Lewis Hamilton, giving back to their community wasn’t something they ever thought twice about. All have their own foundations, and spent the last 12 months documenting their work on Instagram. Though their individual purposes differ, they share a common goal: to leave a lasting impact on the next generation of young people from their communities.

“Giving back to my community is important to me personally because it's about creating a positive chain reaction,” said Anthony about his work with his foundation Clean Herts Community. “The decision to start CHC publicly wasn't really a single moment, but an extension of the mentality we had in the community when I was growing up. We always said, ‘if you make it, make sure you put something back.’”

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For Lewis, it too was his experiences growing up that fueled his desire to set up his charity Mission 44. “Growing up I didn’t see people who looked like me in Formula 1. I hoped that being the sport’s first Black driver would help to change things, but that wasn’t the case. A few years ago I realised real change was going to require real action. That’s why I set up Mission 44, to inspire and provide opportunities for young people around the world, not only in my sport, but in STEM and beyond.” Mission 44 aims to improve the lives of young people facing social injustice. In the last 12 months, the charity saw huge success across its employment, education and teaching initiatives, and rounded off 2024 by hosting its inaugural fundraising event in partnership with Meta.

For Trent, inspiration came from seeing those he grew up playing football with fall into a different path. “I was lucky enough to achieve my dreams on a football pitch. But I always felt there was a side to football that wasn’t spoken about…which is what happens to the 99% of players who don’t make it.” His initiative, The After Academy, creates new employment opportunities for footballers who are released from football academies, helping them find a new future for themselves.“To be able to now use my voice to create a platform, which offers released players opportunities that could help shape their life, is extremely important to me.”

In sporting terms, Lewis, Anthony and Trent are global superstars. On Instagram this translates into massive global followings — 38 million, 18 million and 12 million followers respectively. When they speak up, their voices are heard. For Trent, this brings an even greater responsibility to use his platform wisely. “Of course I feel a responsibility. Having an influential voice in this world is extremely powerful, but it’s important that every time I talk about my purpose I do it meaningfully. That’s how we drive real change I believe."

For all three athletes, their purpose-driven work is a long term commitment. “The work we do with Mission 44 is one of the things in my life I am most proud of” said Lewis. “Over the past few years the positive impact we have been able to have around the world has only grown, and I’m so excited to see how we will continue to change the lives of young people and build a better, more equal future” It’s a view also shared by Anthony: “If there’s one thing I’ve learned from my work with CHC this year, it’s that the work is far from over."

Creating Conversation

For some athletes, being vulnerable and sharing their personal experiences is the biggest catalyst for change.

For Nick Kyrgios, speaking about his own mental health has been a powerful way to inspire others.

“Some people have expressed their surprise about how much I share whilst still being an active player at a young age,” he said. “But for me I’ve always felt that I’m more than just a tennis player."

His personal struggles with mental health have shown Nick the importance of speaking out, and he's committed to helping others find their way. “I’ve learned so much by making it through those tough times. That's why, for me, sharing these things on Instagram is something I’ll always do. I want to show people that if I can make it through those times then anyone can" It’s a responsibility he believes all athletes have. “I think athletes have a responsibility to speak about things they care about. In the world we live in today it’s also important to stand for something more, and that’s where Instagram is such a powerful tool."

Last month, Nick made his long-awaited return to Grand Slam tennis after injury. During his time out he launched a podcast, Good Trouble, giving him another platform to discuss similar topics with guests. The positive response to his content on Instagram and his podcast isn’t lost on him. “It’s been incredible to see the impact my work has had...it’s really been the most powerful thing that I’ve done in my career. There’s so many conversations that will stick with me and it has really driven me to keep moving with purpose."

Jake Williamson, former semi-professional footballer turned professional Hyrox athlete, saw firsthand the impact that sharing his experiences had on others. “I came out as gay and the following week found myself kicked out of my football team,” he explained. “That’s when it became a mission for me."

There are currently no openly-gay footballers in the Premier League, and Jake is using Instagram to create more conversation on the topic of LGBTQ+ issues in sports. He meets with others from the sports industry to hear their stories and discusses what more can be done to increase inclusivity for gay athletes. “I really do feel a responsibility because top-level athletes have always been role models for people. To talk about gay topics on Instagram, and then go and compete, standing on a podium holding the number 1, whilst being openly gay and representing the LGBTQ+ community is an honor."

The reaction that these conversations have sparked is what makes it all worth it for Jake. “This year I’ve had so many direct messages saying how much my story and my content has helped them. That’s the main reason why I do it — all I want is to inspire others to feel more comfortable coming out."

Breaking barriers in female sports

Alessia Russo has played at World Cups, won the Euros with England’s Lionesses, and broken numerous records in Women’s football. But for her, there’s a bigger purpose that she’s working towards; leave a lasting, positive impact for the next generation of girls playing football.

Throughout 2024, Alessia met with girls of various ages to discuss the barriers that exist for those wanting to play football. She shared these conversations on Instagram, explaining that raising awareness about these barriers is the first step in removing them. “Too many girls drop out of football due to lack of opportunities or support. So many barriers still exist for them…from access to facilities to much more personal things. For me it’s about doing what I can in order to change this for girls coming through in the future.”

Alessia’s ultimate aim through these conversations is to inspire permanent, positive change for girls wanting to play football. “All I want is to leave the shirt in a better place than I found it. I particularly resonated with the girls who said they didn’t think a career in football was possible as a girl. But with my platform I’m able to reach the people who can help get the game to a better place. With where the game is going now it feels like change is finally happening.”

Jamie Chadwick, who has had unprecedented levels of success in motorsport, shared a similar view. Last year she set up the Jamie Chadwick Series, which aims to increase female participation in motorsport via go-karting sessions and mentorship by Jamie herself. “My main objective is to get more women involved in motorsport,” she said. “I understand how daunting it can be for young girls who aspire to race, which is why I’m passionate about creating a welcoming and collaborative environment for these girls. I believe that the more girls we can encourage to participate, the more we’ll see filtering through to the higher levels."

The impact her work has had has been revolutionary; over 450 girls attending her series and over the year saw a 1900% increase in female participation in competitive karting. “The reaction has been incredibly positive, and now we want to keep this momentum going! I want to make the Jamie Chadwick Series as big as it can be. The more girls we can involve, the better."

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Q&A

Why is your purpose-driven work so important to you?

Anthony Joshua - It's about creating a positive chain reaction. I believe that if you put good out into the world someone might just be inspired seeing it and look to do the same.

Alessia Russo - Too many girls are dropping out of football, mainly due to lack of opportunities or support. For me, it’s important to show that sports is about more than just playing, it builds confidence, resilience and a community for these girls. That’s why I push so hard to raise awareness and create change for the next generation of girls.

How useful has Instagram been in shining a light on your work?

Jake Williamson - Without Instagram I wouldn’t have the opportunity to help half the people that I have done. As athletes, we should recognize the impact that we can have; As far as reach and the opportunity to express myself goes, there’s nothing better. I’m so grateful to Instagram for their support and their trust.

Trent Alexander-Arnold - Instagram is probably the most useful tool when it comes to shining a light on my work. It’s where I first shared my thoughts on the topic and where I announced The After Academy for the first time.

Lewis Hamilton - I’m so fortunate to have the platform that I do because it’s something I’ve been able to use to really benefit Mission 44. Thanks to Instagram, we’ve been able to build a digital community around the world who care about the same things we do and who are using their voices to let people know how important this fight for change is. I’m so grateful for Meta’s support this year and for their commitment to creating a world where opportunity isn’t defined by someone’s background.

Jamie Chadwick - Partnering with Instagram this year has been amazing. I want to be known for playing my part in pushing women’s racing forward, no matter how big or small, and their support has really helped amplify my message and connect with the girls outside of the series.

What has the reaction to your work been like this year?

Alessia Russo - It’s been incredible to hear from other girls who have been inspired to think that sport, and football especially, could now be for them. Some didn’t think that a career in football was possible as a girl, but now it is due to where the game is going and the change that is happening.

Trent Alexander-Arnold - The reaction has been overwhelmingly positive, both from people who are directly affected but also beyond that. I feel proud to have brought this issue up in a more prominent way, and hopefully I have opened some eyes and helped those who’ve been affected feel heard.

Do you think all athletes have a responsibility to be vocal on the causes they believe in?

Nick Kyrgios - I think athletes do have a responsibility to use Instagram to speak about things they care about. In the world we live in today it’s important to stand for something more.

Jake Williamson - I don’t think anyone should feel a pressure to, but I do think we need to recognise the impact that we as athletes can have by speaking about topics we are passionate about. Personally I feel the responsibility and it’s an opportunity I embrace.

What is one last message you would like to share?

Anthony Joshua - Everyone should do what they can to give back.

Nick Kyrgios - You can genuinely change people’s lives just by speaking out. Speaking out about your own journey can be a really powerful thing.

Trent Alexander-Arnold - That purpose matters. Whether it’s speaking publicly or working more privately, we should never underestimate the impact that we can all have.