In our exclusive interview Rosalyn Menon Kennedy, Senior Director of Engagement & Partnerships at Nike, discusses the company’s targeted efforts to address physical inactivity, particularly among young girls. Delving into how these initiatives correlate with broader health trends identified by the WHO, Kennedy offers a glimpse into the strategic direction Nike is taking to promote an active lifestyle. With an emphasis on inclusivity and access, find out how Nike wants to make a difference with these programs in the community and what new strategies are on the horizon.
Can you give an overview of the current Nike initiatives that promote health through sport and movement?
As the biggest champion for athletes and sports, Nike is committed to powering the future of youth sports. We envision a more active, inclusive world that inspires all youth to play and achieve their greatest potential. Compelling research shows that active kids are healthier, happier, and more successful in school and life.
Our priority in this space, in partnership with community organizations, athletes, experts, and employees, is focused on improving sports access, experience, and community for all youth – with an emphasis on quality coaching and leading with girls.
Recent examples of our work to help get and keep girls moving and playing include Body Confident Sport and Coaching HER. These are two research-backed sets of coaching tools designed to help coaches build girls’ body confidence and create a supportive environment where they feel they belong, thus better supporting their girl athletes.
How do these initiatives relate to Nike’s overall strategy?
At Nike, our purpose is to move the world forward through the power of sport. We were founded by a coach and an athlete, which means a coaching mindset underpins our company culture. Because coaching is central to Nike’s legacy and future, we rally our employees to embrace our mission of bringing more inclusive sport and play to youth around the world by becoming coaches in their neighborhoods.
The importance of collective action in tackling global inactivity rates
What are your plans for motivating and supporting a more active lifestyle?
Nike’s plans for the future of youth sports are rooted in access, experience, and community. We are investing in community organizations and specific neighborhoods where youth, especially girls, lack access to sports. Through grantmaking, research-backed coaching tools, community engagement initiatives, and helping build a thriving sports ecosystem, we are developing innovative, results-driven programs to address the societal and cultural barriers that drive inequity in terms of access to movement and play.
What do you think about the WHO (World Health Organization) figures and the decline in movement, especially from a brand’s perspective?
The WHO figures are alarming and require urgent, collective action. One organization cannot impact this alone, which is why we’ve joined the WFSGI and its members to collectively advance the need for physical activity.
At Nike, we’re committed to creating a culture of belonging in sport that welcomes all youth to play and move. We’re honored to help inspire future athletes through play, as an active lifestyle today can help everyone reach their full potential tomorrow.
The future of inclusive coaching and breaking down barriers for youth in sport
Can you give us an outlook on new initiatives and upcoming ideas?
We are very focused on the impact of coaching because we know that a good coach can change a game, and a great coach can change a life. All youth deserve a great coach in their corner — someone who inspires a lifelong love for sport and helps make athletes’ dreams real. We’re investing in youth coaches to become game-changing mentors whom kids can look up to in sports and beyond.
We are also proud sponsors of the initiative to create a UN-sponsored International Day of Play, encouraging youth everywhere to incorporate play and movement into their daily lives. Our long-term commitment includes breaking down barriers for youth in play and sport, and prioritizing the importance of coaching via our Coach the Dream initiative. We will continue to collaborate with thought leaders, experts, and key community partners to revolutionize coaching and co-create the future of inclusive coaching.
Tell us about the collaboration with WFSGI in this field
I am very proud to chair the WFSGI Physical Activity Committee, which comprises like-minded organizations in the sporting goods industry collectively committed to addressing the alarming WHO physical activity statistics of an increasingly inactive world.
It has been inspiring to work closely with member organization co-chairs and other committee members over the past three years. The level of engagement across member organizations has been invigorating, supported by strong strategic leadership from WFSGI’s CEO, Board Chair, and board members.
In the last year, we’ve achieved incredible momentum by partnering with the World Health Organization on the first industry Memorandum of Understanding to advance this work. This collaboration exemplifies the innovative approach and thinking required to tackle the global inactivity rate.
Impact of Sports 2024
The global physical inactivity crisis is real. Our duty as an industry is to inspire a healthy and active lifestyle. That's why we're dedicating a new content series to the Impact of Sports.
>> Find out more.
