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At NIKE, Inc., we see a world where everybody is an athlete—united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to elevate human potential. 

Whether our job is designing the ultimate sneaker or coding a revolutionary app, we’re united by the same mission: to bring inspiration and innovation to every athlete in the world. That means you.

At Nike, we believe that sport makes a better you. And it has the power to change the world — beginning with kids.

But it’s alarming to see that kids are moving less and less, with only one in five kids getting the daily requirement of physical activity, and girls dropping out of sport at two times the rate of boys. Yet we know that when kids play and are active, they do better in life.

Sport Changes Everything, we see this through our Nike Community Ambassadors (NCAs) – community heroes who inspire kids to play and stay in the game.

Because, as Bill Bowerman—Nike’s co-founder and legendary coach—once said, “If you have a body, you are an athlete.” 

Every day, we are demanding a better future for ourselves, our athletes, and our communities. We believe that diversity fosters creativity and accelerates innovation. We believe in protecting a planet where all athletes can thrive. And we believe every kid, everywhere, should have access to sport.

NCAs are retail employees who are trained to serve as volunteer coaches, bringing the fun and fundamentals of sport and play to kids in their communities. They help kids fall in love with sport.

After all, kids can’t do it alone. We know coaches can make or break the experience for kids, and these community heroes remind us we can all play a role.

A few of our NCAs from LA, Chicago and NY share their thoughts in the videos below (heads up: these may give you goosebumps). Then, read on to find out how you can help get kids moving too:

Learn more about the Nike Community Ambassador program here.

As part of Sport Changes Everything, you can join Nike in getting kids active. Here’s how:

Become a coach.

Every kid needs a coach. Play a role in getting kids moving and playing by becoming a coach in your community.

Take the free How to Coach Kids course.

How to Coach Kids,is a free online course available to anyone, anywhere. The course is 30 minutes and provides tips and tricks for coaches working with kids in any sport –  helping deliver a great experience to keep them in the game. The free course was developed by Nike and the US Olympic & Paralympic Committee, inspired by the Aspen Institute’s Project Play.


Be a champion. Give Sport.

Starting July 11, you will be able to join Nike in support of three national community organizations. Your $1 donation in any Nike retail location in the U.S. will help get kids moving and playing their way to a brighter future:


  • Marathon Kids, an organization that Nike has partnered with since August 2015, to get more kids running and active across the country.
  • Girls Inc., an organization Nike has worked with since 2018 to support their physical literacy curriculum inspiring girls to be strong, smart and bold.
  • PeacePlayers, an organization globally recognized for using sport to connect youth in divided communities that Nike has partnered with since 2016 to bring programming to life in New York, Los Angeles, Chicago, Detroit and Baltimore.


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