NIKE President & CEO Mark Parker (NYSE: NKE) announced today the company
is joining nine other organizations in Brasil to develop programs aimed
at creating early, positive experiences for kids in sport and physical
activity. Collectively, these ten Champion organizations intend to
direct up to $16 million in resources over three years to fight the
physical inactivity epidemic in Brasil.
President Clinton joins NIKE, Inc. President & CEO Mark Parker and eight champions to announce an up to $16 million commitment to get kids active in Brasil at the Clinton Global Initiative Latin America in Rio de Janeiro. Recent studies indicate that Brasil's children are the least active in Latin America. Pictured left to right:
Mauricio Pinto - Municipal Secretary of Education for Rio de Janeiro City, Susana Moreira - Instituto Bola Pra Frente, Mr. Tarcisio Luiz Dalvi - Caixa Economica Federal, Indio da Costa- Municipal Secretary of Sport for Rio de Janeiro City, President Clinton, Mark Parker-NIKE, Inc., Daniela Carrera-Marquis - IDB, Hannes Bickel - BMZ, Maristela Baioni - United Nations Development Program, Celso Athayde - CUFA. (Photo: Business Wire)
Recent studies indicate that Brasil’s children are the least active in
Latin America. If current trends continue, Brasilians will be 34% less
active by 2030 than they were in 2002. The human and economic impacts
that the inactivity epidemic could have on the nation are alarming and
unsustainable: shortened lifespans, billions in healthcare costs and
productivity losses.*
“Physical inactivity has devastating impacts - shortening lives. This
health challenge in Brasil is something we see all over the world," said
President Bill Clinton, founder of the Clinton Foundation at the opening
session of the Clinton Global Initiative Latin America. "This is a
global phenomenon and if we don't do something about it, hundreds of
millions of kids will lead shorter lives than their parents. Moving more
is what matters. NIKE and nine champions are working together to create
new programs in Brasil to fight inactivity because active children
become active adults."
“Today’s announcement is part of NIKE’s long-term global commitment to
help kids lead more physically active lives, both now and in the
future,” said NIKE, Inc. President & CEO Mark Parker. “In partnership
with key organizations in Brasil, we’ll develop programs that will get
kids more active, and as a result we believe they’ll do better in school
and most importantly in life.”
Part of the joint commitment will focus on a new pilot program to
create Active Schools in Brasil, starting in Rio de Janeiro. The
program will provide simple steps and tools to help schools and
communities create active environments that get kids moving.
In February, NIKE made a similar commitment in the U.S. with First Lady
Michelle Obama’s “Let’s Move!” organization and others to launch a
nationwide Active Schools effort based on the similar concept of
creating ways for kids to be active before, during, and after school. To
date, more than 6,000 schools have registered to become Active Schools
in the U.S. as a result.
All of these partnerships are united by a Framework for Action called Designed
to Move, which is gaining significant attention from a community
of public, private and civil sector organizations dedicated to ending
the epidemic of physical inactivity.
In 2010, NIKE initiated a process with more than 70 organizations to
better understand the underlying issues related to physical inactivity
and help consolidate the facts and findings on the topic. The result was Designed
to Move which details the global epidemic of physical inactivity and
how organizations can join the effort. The two key strategies to achieve
this Framework are:
-
Create early, positive experiences for kids in sports, physical
education and active play – because active kids become active adults.
-
Integrate physical activity into everyday life – move more overall.
As part of today’s announcement in Rio de Janeiro, a celebration
recognized the collaboration represented by the private sector,
government, NGOs, and multi-lateral agencies from multiple sectors in
Brasil – inspiring and delivering a new approach to solving the growing
physical inactivity epidemic. The Designed to Move Framework
itself is now available in Portuguese.
The Designed to Move Brasil Champions working together in Brasil
who are part of the up to $16 million commitment include:
-
Programa das Nações Unidas para o Desenvolvimento Brasil
-
Instituto Bola Pra Frente
-
BMZ (Bundesministerium für wirtschaftliche Zusammenarbeit)
-
Central Única das Favelas (CUFA)
-
CAIXA
-
Inter-American Development Bank (IDB)
-
Natura
-
NIKE, Inc.
-
Secretaria Municipal de Educação da Cidade do Rio de Janeiro (SME)
-
Secretaria Municipal de Esporte e Lazer do Rio de Janeiro (SMEL)
The Designed to Move Champions in Brasil who are also committed
to ending the physical inactivity crisis by leveraging the Framework
include:
-
Atletas pelo Brasil
-
Comitê Olímpico Brasileiro
-
Comitê Paralímpico Brasileiro
-
Sociedade Brasileira de Atividade Física e Saúde
-
GIZ (Deutsche Gesellschaft für Internationale Zusammenarbeit)
-
Embarq
-
EY
-
Instituto Trevo
-
Instituto Ayrton Senna
-
Ministério das Cidades do Brasil
-
Ministério do Esporte do Brasil
-
MOVE Associação Brasileira de Artigos Esportivos
-
One World Futbol Project
-
PETROBRAS
-
Centro de Estudos do Laboratório de Aptidão Física São Caetano do Sul
– CELAFISCS
-
Serviço Social da Indústria
-
Serviço Social do Comércio
-
Special Olympics Brasil
-
Centro de Práticas Esportivas – Universidade de São Paulo
-
REMS - Rede Esporte pela Mudança Social
-
Representação da UNESCO no Brasil
-
Fundo das Nações Unidas para a Infância, Brasil
-
ONU-Habitat, Escritório Reginal para América Latina e Caribe
-
USAID/Brasil
*(source: Generation 5.0 - The New Pillars of Childhood, 2011; Time
use and physical activity: a shift away from movement across the globe.
Obesity Reviews, 2012).
About
NIKE, Inc.
NIKE, Inc., based near Beaverton, Oregon, is the world's leading
designer, marketer and distributor of authentic athletic footwear,
apparel, equipment and accessories for a wide variety of sports and
fitness activities. Wholly-owned NIKE, Inc. subsidiaries include
Converse Inc., which designs, markets and distributes athletic lifestyle
footwear, apparel and accessories, and Hurley International LLC, which
designs, markets and distributes surf and youth lifestyle footwear,
apparel and accessories. For more information, visit www.nikeinc.com
and follow @Nike.
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