Corporate Social Responsability : Nike and Brasil Designed to Move Champions Announce up to $16 Million Clinton Global Initiative Commitment to Get Kids Active

(RIO DE JANEIRO, Brasil) December 9, 2013 – NIKE, Inc. 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.

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 nike.com and follow @Nike

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