Nike aims to get America moving
21/01/2014
The commitment is aimed at providing America’s kids with early, positive experiences in sports and aligns with Designed to Move, the framework for action that Nike spearheaded with more than 70 organisations aimed at reversing the physical inactivity epidemic around the world.
Former US president Bill Clinton opened the conference by joining basketball great Kobe Bryant on stage to discuss some of the barriers to youth participation, which include the need for access to sports for kids of all ability levels and over-specialisation in sports at too early of an age.
“All kids are designed to move, and yet more and more are opting out of sports,” said Mr Clinton. “Research has shown that the healthcare costs associated with this physical inactivity epidemic are going to cripple our economies.”
Part of Nike's commitment is to the Aspen Institute Project Play, a series of roundtable discussions designed to explore policies and strategies that can be used to get more children physically active through sports, with a focus on the health needs of communities. In late 2014, Project Play will deliver a report that stakeholders can use to engage more children in sport activity that promotes health and fitness for life.
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