Research

Access To Sport: Global Study

Physical inactivity is a serious health threat for both adults and kids alike. Nike Access to Sport, a nonprofit arm of Nike,  joined hands with the Designed To Move foundation to battle this threat. But instead of preaching to parents, the focus was turned to kids, because studies have shown that the first 10 years of life has a long-lasting influence on a kid's future interest. 

As part of the initiative, Nike enlisted W+K to conduct a study to understand physical inactivity amongst 10-year-olds around the world. The study spanned across 9 key cities, with 3 being in China alone. We explored cultural, educational and systemic barriers. We talked to government officials, school principals, teachers, moms, and dads. We played sports with kids, we played video games, we ate ice cream with them. 

The study was later shared with the White House in Washington, D.C. for Michelle Obama’s Let's Move! campaign and inspired a short video (produced by W+K Portland) that premiered at the 8th Annual Clinton Global Initiative in 2012. The goal was clear: to inspire governments, cities, corporations, communities and individuals to come together to get kids moving more.