Improving Sport Access & Experience
We’re improving sport access and experience for all youth — by engaging more kids in sport. And because girls are not participating at higher rates, we’re making sure they know play and sport is for them, too. We do this by addressing barriers to participation, shifting perceptions about what sport looks like (so more youth are invited in and off the sidelines), and increasing the number of trained coaches who represent the communities they serve.
All youth need play to thrive. Research shows that active youth are healthier, happier and more successful in school and in life, but globally, only 1 in 5 kids gets the physical activity they need — and youth from underserved communities and girls are moving the least. That’s why Nike is creating a culture of belonging in sport that welcomes all youth (ages 7 to 17). We’re working with our employees, athletes, experts and partners, including community organizations around the world, to improve access to positive sport experiences for all youth, including youth from underserved communities and girls.
Creating the future of youth sport starts with coaching. At Nike, coaching is in our DNA, and we know that while a good coach can change a game, a great coach can transform a life. All youth deserve a great coach in their corner to inspire a lifelong love of sport and help make athlete* dreams real. As part of our commitment to more inclusive coaching, we’re helping to increase the quality, quantity and representation of youth coaches. Coach the Dream is Nike’s call-to-action for all of us — employees, athletes, coaches, community partners and empowered adults — to come together and power the future of youth sport through coaching. We created the Nike Coaching Hub — which leads with our “Coach the Dream” anthem, voiced by Emma Hayes, Head Coach of the U.S. Women’s National Soccer Team — as the ultimate resource, with expert-backed guides and training tools to help people around the world become coaches or learn how to become even better ones.
The benefits that come from sport go far beyond the playing field. That’s why we’re working with leading organizations around the world and investing in youth sport research and tools to better identify, understand and address the biggest barriers to sport for all kids. We’re finding ways to unlock confidence, joy and self-expression through movement, and shifting perceptions about how sport can look and feel in communities across the globe. We partner with experts and community organizations that are dedicated to advancing inclusion for all youth.
Initiatives
Empowering Indigenous Youth Through the N7 Fund
Through the N7 Fund, Nike invests in nonprofits that serve Indigenous communities in North America.
Making Play and Sport Possible Through Our Nike Community Impact Fund
At Nike, we’re taking action to create a better world by investing in more active, inclusive communities, starting with the cities where we live, work and operate.