In London, Nike is demonstrating its commitment to getting young people moving through a range of long-term partnerships.
Chief among these is a multi-year engagement with the London Youth Games, which reaches 140,000 young people across 33 boroughs in 30 sports and is London’s largest provider of youth sporting opportunities for more than 40 years. Throughout its history, the London Youth Games has provided a pathway for some of the greatest athletes to come from the city, including Raheem Sterling, Jadon Sancho, Alex Scott, Dina Asher Smith and Mo Farah.
With Nike’s involvement, the goal is to power up the capabilities of the London Youth Games and increase long-term participation by serving more than 200,000 young people by 2022. “Creating opportunities for every young Londoner to play sport is an unwavering belief we both share. This unique partnership with Nike represents a game-changing moment for London Youth Games and will allow us to inspire and enable more young people to play sport more often,” says Nicky Affleck, interim CEO of the London Youth Games.
Nike has also committed to a multi-year partnership with Virgin Sport to offer opportunities in sport to the borough of Hackney. In part, this is realized through Hackney Festival of Fitness (taking place from May 17 to 19), which is the city’s most diverse sporting event. There, Nike will encourage 10,000 Londoners to take on their first 5k, and for those willing to push the boundaries further will offer 1,300 Hackney Half bibs in 2020 and 2021. Track Mafia, a group that has been at the heart of Hackney Half since its inception, will help with sustaining engagement with local runners.
Three other organizations have also been announced as Nike partners: Football Beyond Borders, Croydon-based Gloves not Gunz and London’s biggest girls-only basketball club, Love Basketball.
Together, these new partnerships extend the purview of Made to Play, Nike’s global commitment to get young people to live happier, healthier and more successful lives, and join previously introduced programs such as Marathon Kids, Active Kids Do Better and Active School Hero to London to provide the broadest possible opportunities for sport and movement across the city.