Getting kids moving is essential for their health and well-being. Nike created the Coach Kids program in collaboration with the United States Olympic Committee. The Aspen Institute Project Play inspired Nike’s program and was originally designed to build healthy communities through sports. The program is an example of great CSR in response to declined activity or playing among children. Nike believes that sport has the power to build communities and unleash human potential. The company recognized the need for a dedicated team and program to increase participation in sports. By providing equitable access to sports for girls, Nike is helping our sports world progress.
Nike has an entire domain dedicated to its purpose and sustainability initiatives. The purpose tab focuses on “breaking barriers” to make sports more accessible. You can find three sectors; people, planet, and play. I focused on the play sector as it includes initiatives promoting girls’ participation in sports. Nike’s 2025 mission consists of a notable goal for women’s support: 50% girls’ participation in Nike programs and partner programs such as Coach Kids. By implementing better coaches and programs for your girls, they are shifting the culture of women’s sports in the right direction. There is a free-to-download coaching manual within the made-to-play tab called the Coaching Girls guide. After reading the guide, I felt that the guidance promotes young women’s confidence, respect, and awareness. I liked that the guide challenges to encourage their athlete’s potential.
Nike’s “Sports Bra Playbook” provided helpful insight on how to support young children experiencing puberty and bodily changes. Parents or coaches could use this guide to understand what young women experience. Throughout their teenage years, girls struggle with body confidence which can impact their performance. Coaches and parents are highly influential during puberty and can affect how young women perceive their bodies. Every young girl has a unique body that deserves to be nurtured with love, support, and empowerment.
I would argue that Nike’s CSR is very effective, and they have taken accountability for sustainability and ethical issues in the past. By creating these comprehensive initiatives, they are increasing the number of girls interested in and playing sports. I feel inspired by their commitment to young girls and female athletes. These women can inspire others and change the culture of sports. Creating an equitable sports environment is the focus of my blog, and Nike’s programs support my focus.