As a kid growing up in Detroit, Anthony Johnson was always looking for positive role models, and he found them in sports. Now, as Head Coach at the Nike Detroit Community Store, he’s in a position to offer the same thing to kids just like him.
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Moving in Motor City
Nike is fully committed to using the power of sport to promote diversity, inclusion, and equality. Our partner—PeacePlayers International, an organization that develops youth leaders, builds relationships, changes perceptions, and strengthens communities using sport as a tool to bridge divides—are too. PeacePlayers promotes positive experiences in sport and play for kids in Detroit, and when Johnson joined Nike, he was eager to get involved.
“We’re touching different communities throughout Detroit. It’s the city where I was born. It’s the city where I was raised, and just being able to impact people coming from where I’m from is huge.”
Anthony Johnson, assistant head coach at the Nike Detroit Community Store
Hoop Dreams
Johnson’s love of basketball is right up there with his love of his hometown, so when he became a Nike Community Ambassador, it made perfect sense that he, along with his Nike Detroit Community Store teammates, would choose to volunteer on the courts. He became a basketball coach with PeacePlayers, which aims to show kids from different backgrounds that “if we can play together, we can live together.”
“Everybody is welcome, everybody is equal. No matter what your differences are, you’re accepted. I love that.”
Anthony Johnson, assistant head coach at the Nike Detroit Community Store
Spreading the Love
Detroit is not the only city in the U.S. benefiting from this partnership: Nike’s support for PeacePlayers has enabled the organization to bring its equality-boosting and community-building sports programs to neighborhoods in Baltimore, Brooklyn and Los Angeles as well.
“Remember, we’re all Made to Play. Be that someone in a kid’s life and give them the opportunity to unleash their potential and realize their dreams.”
Jorge Casimiro, Chief Social & Community Impact Officer, NIKE, Inc.
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Our Approach to Community Impact
Community has always been at the core of who we are and what we do. We make investments and work with partners and employees around the world to help promote equality, level the playing field for all and provide play- and sport-based programs to kids.
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Future Varsity Leadership Training Program
In 2019, Nike launched the Future Varsity program, which provides leadership training to 14 young African Americans who are creating positive change in their communities. These young leaders are paired with mentors from inside and outside Nike to help advance their causes—from organizing charity basketball tournaments in Chicago to providing nutrition education to youth in New York City.
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Coaches Count
When it comes to getting kids excited about — and sticking with — playing sports, a good, positive coach can make all the difference. That’s why we’re working with our partners to help increase the quantity and quality of youth volunteer coaches across the globe, focusing on both the fun and fundamentals of sport and movement. We’re also engaging our employees, encouraging them to serve as youth coaches and provide positive experiences in play and sport to kids in their local communities.
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