A new health and wellness led content collaboration between sports behemoth Nike and iCoachKids, developed in harness with agency R/GA London offers a video coaching series for Nike Training Club App.
The digital, app-based partnership sets out to improve the health and wellbeing of young people in sports and also aims to drive participation and is built around iCoachKids (iCK): a not-for-profit global movement based at Leeds Beckett University in harness with the International Council for Coaching Excellence.
The collaboration saw R/GA roll out a complete digital re-brand for iCK, while also creating a series of bespoke coaching films, shot with real coaches and students, which are all designed to teach aspiring coaches the fundamentals of reaching kids sport.
The content is hosted both on iCK’s digital platforms and on the Nike Training Club App.
The idea behind the project is to combat the problem of kids falling out of sport which is growing right across Europe. It is based on the belief that ‘access to sport and sports facilities’ is key, as are ‘role models’ and ‘community sport leaders’. All partners on the initiative argue that without sufficient support, commitment and belief in children in sport, the future is under threat and further long term health and wellness damage will result.
The initiative emerged after research by Leeds Beckett University found that currently 80% of coaches in the EU are volunteers. Education for these coaches is often fragmented, with a large number of them operating without appropriate training and qualifications.
Thus the initiative aims to help drive a shared commitment to improving the health, wellbeing and participation of young people in sport and physical activity, by improving the quality of coaching – ultimately helping to find and support the next generation of coaches for Kids.
R/GA London SVP Nick Pringle commented: “We always strive to help create a more human future through our work, and this partnership is a great example of how to leverage best-in-class digital design to make a real social impact. Our shared hope with Nike is that this project goes at least some way in levelling the playing field for kids in all communities.”
Dr Sergio Lara-Bercial, a Reader in Sport Coaching at Leeds Beckett University and co-founder of the movement, reiterated this view, adding: “iCoachKids is all about the creation of positive experiences for children in and through sport, and at Leeds Beckett University we believe the coach is the architect of this environment.
“iCoachKids works to influence policy and practice in youth sport and this partnership with Nike will allow our message of positive sport and our educational resources to reach thousands of coaches and organisations globally.”
Dr Sergio Lara-Bercial, added: “Our research is aimed at working towards a future for sport that is inclusion-led, community-based and people-centred. We believe that a coach can make or break a child’s experience with a sport and children need coaches who care deeply about them and are keen to understand their lives in and out of sport”
“We’re thrilled to have formed this partnership with Nike which will allow us to continue our work putting these ideas into practice by helping children achieve their full potential, both on and off the court.”
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