Helen is launching a partnership with the Finnish Olympic Committee, under which Helen will serve as the main partner in the Next Generation program. The aim of the partnership is to support and mentor young athletes on their journey to the top of international competition.
The Next Generation program is the Finnish Olympic Committee’s new initiative, which aims to identify athletes with the potential to succeed at an even earlier stage and support them on their journey to the top of the world. The program is designed for athletes who are at a turning point in their careers — just before their international breakthrough — and offers them a new, long-term support system.
— What appeals to us about Next Generation is precisely the timing — the support is directed toward a crucial stage in an athlete’s career, right before their international breakthrough. Our goal is to ensure that young athletes can focus fully on their sport and on achieving their dreams, says Susan Patronen, Head of Brand and Communications at Helen.
– The young athletes selected for the Next Generation program are already among the international elite in their age group. Through the program developed by the Olympic Committee, we want to work with our strong partners to offer these future elite athletes internationally comparable conditions and full support to help them achieve their dreams. Helen plays a central role as a main partner in the establishment and further development of the program, says Petteri Kilpinen, President of the Finnish Olympic Committee.
Doing things together—it gives you energy
At the heart of the partnership between Helen and the Next Generation program is the idea of creating opportunities, fostering courage, and working together. An athlete’s path to the top is not an individual achievement; rather, it requires a strong network and dedicated partners to provide support.
— There’s a certain energy in doing things together — we at Helen are determined to provide promising young athletes with a daily routine that will lead them to the top of the international sport, says Patronen.
The collaboration is clearly evident and is becoming a part of everyday life for the athletes, Helen staff, and customers.
— It’s fantastic to be part of building a shared history together with Helen, a company that is well-known among Finns and a leader in its industry. Together, we’re creating new success stories in sports, says Timo Ronkainen, CEO of the Olympic Committee’s marketing company.
Next Generation – more than just a program
The Finnish Olympic Committee’s “Next Generation” program is aimed at elite athletes aged 15–22. In the first round, 21 young athletes were selected for the program, and they will receive comprehensive support on their journey to the top of international competition.
The Next Generation program will be launched, and the athletes selected for the program will be introduced at an event on May 9, 2026.
Additional information:
Annukka Katainen, Account Manager, Finnish Olympic Committee, tel. 050 3132 351
Communications, Helen Oy, viestinta@helen.fi, tel. 040 148 9064