Training More Coaches

When it comes to getting kids excited about — and committed to — playing sports, a great coach, one who teaches, empowers and motivates, can make all the difference. We believe all kids should have access to trained, caring coaches who look like them and can inspire them to reach their full potential on the court (or field) and off. Yet less than 30% of youth coaches have been trained in the past year — in things like safety and injury prevention, sports skills or effective motivation techniques, let alone in how to connect with and make kids feel included. Together with our partners, we’re working to change this. We’re training youth coaches to provide inclusive programming that’s grounded in the local community’s culture to kids around the world.


Kids need play and sport now, more than ever. We’re building digital training tools to help parents, coaches and other caring adults support kid-centered play at home — as more and more people find themselves filling in for P.E. teachers and coaches. We recently teamed up with the U.S. Olympic and Paralympic Committee (USOPC) and the Aspen Institute Project Play to launch a free online training tool called How to Coach Kids, which helps prepare individuals to provide boys, girls and non-binary kids of all abilities with better, more positive experiences in play and sport. And the new Coaching Girls Guide — created by Nike and We Coach — equips coaches and other caring adults with the tools necessary to make sport fun and empowering for girls.


And we’re engaging our employees. The Nike Community Ambassador program gives more than 5,400 Nike store athletes around the world an opportunity to share their love of sport with the next generation. Our employees are serving as volunteer youth coaches in their own communities. Through the Nike Community Ambassador program, they’re inspiring kids in their neighborhoods to stay active and engaged.