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Corporate Social Responsibility
News
8.26.2003 ET
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Nike's Program Tackles National Epidemic of Youth Inactivity
(CSRwire) Beaverton, OR - Remember when kids running,
jumping and climbing trees were all part of the American way of life?
Today, some kids are still constantly moving, physically active and on the
go, but this lifestyle is increasingly less common. The technology
revolution, online opportunities, busy lifestyles, school funding cuts and
a lack of safe places for kids to play have all contributed to the
disturbing trend of youth physical inactivity.
Nike couldn't just stand by and watch while this national crisis worsened.
To help reverse this trend, Nike created NikeGO, a national program
offering thousands of children, ages 8-15 the support and motivation to
become physically active, stay healthy and have fun. Studies show active
kids are not only happier and healthier but also more likely to make
positive life choices.
To jump-start the campaign nationally, Nike partnered with local Boys &
Girls Clubs to launch a program designed for, and with the help of kids,
that impacted youth in 32 clubs in 16 cities from New York to Hawaii
through contributions of over $1.7 million in cash and product. Through
other partnerships, Nike donated another 108 cash grants around the
country totaling $5.5 million. Additionally, product donations worth over
$4 million were awarded, bringing the grand total of all Nike contributions
to over $11 million.
"Our mission is simple: to get kids moving," said Gary DeStefano, Nike
President of USA Operations. "NikeGO is building momentum to create what
we hope will become a larger social movement. It is a significant part of
our commitment to inspire healthy lifestyles and physical activity among
kids."
In its benchmark year, NikeGO brought motivation, equipment, enthusiasm,
funds and programming to parks, schools and recreation centers across the
country. The results were not surprising: given the facilities,
opportunities and guidance, kids got going and had fun doing it. Here are
just some of the ways NikeGO made a difference in the lives of kids
throughout the U.S.:
In Los Angeles, California, NikeGO helped the Boys & Girls Club of
Whittier develop a program called Re-biCYCLE. Kids met three days a week
at the club's bike shop to learn everything from changing a flat tire or
handle bars to tightening up a chain or brakes using real bike tools.
Kids repaired the bikes themselves with bikes donated from the community.
Once they finished working on the bikes, these kids from East LA hit the
streets for bike races - first four miles, then rides that covered six
miles.
African American youth drown 2.5 times more often than white
children of the same age. To combat this crisis, NikeGO partnered with
Boys & Girls Club of Atlanta to refurbish five of the club's swimming
pools. This effort brought swimming lessons to over 500 youth in the
community. Similar programs in New York enabled twenty teens to be
trained and certified by the Red Cross and later hired as lifeguards.
In Portland, Oregon, Nike employees jumped into action as budget cuts
eliminated P.E. programs at Boise-Eliot Elementary School. The Nike team
learned the basics of teaching P.E. to third, fourth and fifth graders
through its partnership with SPARK (Sports, Play and Active Recreation for
Kids). Each class remained active for a continuous 30 minutes through
basketball, obstacle courses, relay races, squat ball and javelin
throwing. And this wasn't just a one-time P.E. class; Nike employees are
on board to deliver all 3rd, 4th, and 5th grades P.E. next year.
"Our NikeGO Hiking Club and new canoeing program in Hawaii have been great
ways to get our kids out and moving. These programs help the kids
understand how much fun getting active, learning about nutrition and
socializing together can be," says Mary Nakamura, Clubhouse Director, Boys
& Girls Club of Hawaii - Kapaa Clubhouse.
"These partnerships have created new opportunities for kids to get active
and stay active over the long term," says Molly White, Director of U.S.
Community Affairs. "The first anniversary marks the beginning of Nike's
long-term commitment to help create healthier, happier and more successful
kids. Year two, we are adding NikeGO programs for teachers and coaches, to
reach beyond inactive kids to some of the people who can influence them."
This past year also marked the first year of Nike's ongoing commitment to
install, upgrade and revamp courts and facilities throughout the United
States. As part of the NikeGO Fund, Nike partnered with the U.S. Soccer
Federation (USSF) to renovate the soccer field at the Ross Snyder
Recreation Center in Los Angeles. The donation represents an ongoing
partnership between Nike and the USSF to increase kids' access to soccer
on high-performance fields.
Stay tuned. On Sept. 8th, NikeGO and SPARK (Sports, Play and Active
Recreation) will kick off year two with the launch of PE2GO. This pilot
program is designed to increase the quality and quantity of physical
activity in schools across the U.S. where P.E. programs have been reduced
or eliminated.
About NikeGO
NikeGO is Nike's long-term commitment to promote healthier kids through
physical activity. The program's mission is to reach kids ages 8-15,
offering them the support and motivation to become physically active, stay
healthy and have fun. For more information about NikeGO and to obtain a
copy of the NikeGO Annual Report, visit www.nikego.com.
About Nike, Inc.
NIKE, Inc., based Beaverton, Oregon, is the world's leading designer and
marketer of authentic athletic footwear, apparel, equipment and
accessories for a wide variety of sports and fitness activities. Wholly
owned Nike subsidiaries include Bauer NIKE Hockey Inc., the world's
leading manufacturer of hockey equipment, Cole Haan®, which markets a
line of high-quality men's and women's footwear, accessories and
outerwear, and Hurley International LLC, which markets actions sports and
teen lifestyle apparel.
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