The third annual Sock It to Cancer campaign links Urban Air visits with fundraising, research support and a community programme for families affected by blood cancer.
Unleashed Brands Foundation is joining Urban Air Adventure Park and Blood Cancer United for the third consecutive year of the Sock It to Cancer campaign, running throughout September for Childhood Cancer Awareness Month. Twenty-five cents from every pair of limited-edition socks sold at Urban Air parks and online will support paediatric cancer research, advocacy and care. The initiative gives the youth-focused platform a way to connect its family entertainment venues with a defined charitable cause.
The campaign builds on $400,000 raised through the partnership over the past two years and sits alongside the foundation’s broader commitment to childhood blood-cancer treatment. In 2025, Unleashed Brands Foundation committed $1 million over five years to Blood Cancer United’s Dare to Dream Project, which focuses on transforming treatment and care for children with blood cancer. The foundation was established in 2023 and says its work centres on supporting at-risk youth through education, financial support and in-person volunteerism.
Families can participate by buying the campaign socks at Urban Air locations or online during September. New Urban Air guests, along with guests who download the KidHub app, can also access a $15 Unlimited Play ticket bundled with a pair of the socks. The campaign provides for donations of up to $200,000 based on sales at Urban Air locations from September 1 through September 30, 2026.
The programme also adds a Regional Hero initiative, through which Urban Air and Blood Cancer United are supporting 12 families across Urban Air regions that have been affected by paediatric blood cancer. Each selected hero and their family will be invited to spend a day at a local Urban Air Adventure Park and wear the 2026 campaign socks with members of their community. That element broadens the campaign beyond a point-of-sale donation by placing affected families at the centre of the participating parks.
Blood Cancer United identifies paediatric blood cancers as accounting for 40% of paediatric cancer cases, while only 5% of cancer drugs have been approved for first-time use in children. Against that treatment gap, the Sock It to Cancer campaign combines a modest consumer purchase with a longer-term funding pledge and an in-person family experience. For Unleashed Brands Foundation, the initiative reinforces how its franchise platform can use everyday visits to create recurring participation in youth-focused causes.
