Nike Announces $50m Youth Exercise Campaign
Nike has teamed up with Michelle Obama in a campaign aimed at addressing the growing issue of physical inactivity in the US.
Watch the video of Nike campaign here.
In the United States, only one in three children is active on a daily basis. Nike has begun a strategy to create early, positive experiences for kids in sport, physical education and active play and integrate physical activity into everyday life. As part of this strategy, U.S., NIKE, Inc. president & CEO Mark Parker joined first lady Michelle Obama and U.S. education secretary Arne Duncan in Chicago to announce Nike’s commitment to get kids moving. Over the next five years, NIKE, Inc. will invest $50 million in the U.S. to increase the physical activity of kids in schools and communities as well as target advocacy efforts to inspire kids and draw additional resources to the effort.
NIKE, Inc. President and CEO Mark Parker commented: ‘Today’s announcement is part of Nike’s long-term commitment to help our nation’s youth lead more active and healthy lives. All kids deserve a chance to realize their full potential and we believe creating active schools will help kids do better in school and most importantly in life.’
Part of Nike’s commitment will focus on Let’s Move! Active Schools – a collaboration to bring physical activity back to America’s schools. Let’s Move! Active Schools will provide free resources to teachers, parents and administrators to enable communities to incorporate physical activity experiences before, during and after the school day. There will also be opportunities for schools to apply for grants that support Active Schools efforts, which will be funded by Childhood Obesity 180, GenYouth and others.
The First Lady has championed physical activity since the 2010 launch of Let’s Move!, an initiative dedicated to improving child and family health. Let’s Move! Active Schools is a concept designed to align and leverage collective resources to significantly boost the quality and quantity of physical activity in America’s schools.
