Nike commits $50 million to US children’s sport
America’s First Lady Michelle Obama joined the launch of Nike’s ‘Designed to Move’ programme.
Sportswear giant Nike is to invest $50 million in US schools and communities as part of a campaign to encourage children to improve their health by being fit and active.
First Lady Michelle Obama and US Education Secretary Arne Duncan joined Nike-sponsored athletes, including tennis champion Serena Williams, at the launch of the ‘Designed to Move’ programme in Chicago.
“All kids deserve a chance to realise their full potential,” said Nike Chief Executive Mark Parker, “and we believe creating active schools will help kids do better in school and most importantly in life.”
A proportion of the money will fund the ‘Let’s Move! Active Schools’ programme, which is intended to provide resources to teachers, administrators and parents to help them incorporate physical activity into the children’s school day. According to a Designed to Move Framework report, only one in three children in the USA is active on a daily basis.
This article was originally published on page 4 of the May 2013 issue of SATRA Bulletin.