Training More Coaches

Great coaches do more than teach the game. We know that when it comes to getting kids excited about — and committed to — playing sports, a caring, trained coach can make all the difference. We’re working with our partners to train coaches to teach the fun and fundamentals to make sport more accessible and approachable globally, so more kids can reach their full potential in the game and in the world.

In the U.S., less than 30% of youth volunteer coaches are trained — 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 teamed up with the U.S. Olympic & 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 our 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 Nike store athletes around the world an opportunity to share their love of sport with the next generation. In FY20, we trained 6,700 employees from stores across 29 countries to serve as volunteer youth coaches in their own communities. They’re inspiring local kids to stay active and engaged.