Nike has announced a series of new partnerships that will help to create a new generation of athletes in London.
The biggest announcement is a fresh relationship with the London Youth Games, which has provided a pathway for some of the city's greatest athletes including Sir Mo Farah, Raheem Sterling and Dina Asher-Smith. The London Youth Games currently reaches 140,000 young people across 33 boroughs in 30 sports and is London’s largest provider of youth sporting opportunities for more than 40 years. With Nike’s involvement, the goal is to increase long-term participation by serving more than 200,000 young people by 2022.
To celebrate the partnership, Nike invited some of the city’s biggest names down to Crystal Palace to meet young Londoners and the people who are helping to get them active. The photoshoot, which starred Londoners including Jadon Sancho, Alex Scott, Julie Adenuga, Michael Dapaah, Jordon Ibe, Perri Shakes- Drayton, Tammy Abraham and Ryan Sessegnon, brought together the biggest cultural and sporting names in the capital to show the scale of Nike’s commitment.
In addition to the above, Nike also announced a new partnership with the Hackney Festival of Fitness, and welcomed on board three new community partners: Football Beyond Borders, Croydon-based Gloves not Gunz and London’s biggest girls-only basketball club, Love Basketball.
All of the new partnerships extend Nike's new 'Made to Play' ethos, the brand's global commitment to get young people to live happier, healthier and more successful lives.