Nike and ukactive have partnered on a new programme to keep UK children aged between 7 and 12 years old active during the coronavirus lockdown called ‘Move Crew’.
The service sets out to support kids keeping up the recommended target of 60 minutes of daily exercise during the Covid-19 crisis and was developed using feedback and expertise from the sports, activity and education sectors including kids, school staff, PE teacher, coaches and elite athletes from the sportswear giant’s ambassador stable.
Nike and not-for-profit UKactive collaborated with creative agency R/GA London on the design, creative, branding and the mechanics of the platform and video series.
The aim is to support teachers, parents and carers in keeping youngsters physically active by setting them daily activity missions: the missions can be completed either at home with family members or at school with teachers and classmates.
A star Nike endorser announces each new ‘Weekly Theme’ on Monday, while a new ‘Move Mission’ is released every weekday morning at 8am.
Week one’s theme was ‘Power Of The Team’ and saw Team GB sprinter Dina Asher-Smith reveal the first ‘Move Mission’ on 20 April, with Grantham primary school PE lead Hanna Sapeta, 12-year-old sprinter SavannahMcKenzie Morgan and Nike trainer Joelle D’Fontaine.
Mission 1 was called ‘Dance Mania’ and Mission 2 ‘Remote Driver’.
The Move Crew programme and content is accessible at www.ukactive.com/movecrew and on ukactive’s YouTube channel and is promoted across both Nike and ukactive digital and social platforms.
Today’s Move Crew mission is Remote Driver – hear your commands and conquer the course!
Head over to https://t.co/79FHlL7qtb to find out more and complete today’s free mission.#nikemovecrew #stayinworkout pic.twitter.com/ECVFN0hwEF
— ukactive (@_ukactive) April 21, 2020
“We know what a difficult time this is for families across the nation who balance the challenges of busy work schedules with the unexpected childcare requirements, while doing so in restricted environments,” said ukactive chair Baroness Tanni Grey-Thompson. “Our partnership with Nike will offer families much-needed support, providing young people with free, fun and engaging activities.”
Olympian Dina Asher-Smith, the fastest British woman in history, added: “As an athlete, mixing it up and giving myself daily challenges is the best way to stay motivated. I’m so excited to get to work with ukactive and Nike to inspire young boys and girls to keep moving at home.”
The Coronavirus pandemic saw all UK schools shut down in March to all but vulnerable children and those of key workers, so this initiative aims to offer parents and carers support in terms of meeting the challenge of meeting their work commitments with supporting their children’s education and staying active and healthy.
Comment:
While a host of brands and sponsors in the sports space – from Adidas #AtHome, Nike #PlayForTheWorld, Under Armour #HomeWorkouts, Lululemon #MoveAndStayConnectewd and Intersport #WorkIn, to the likes of Aldi, BeatsbyDre and Sport England #JoinTheMovement – have all launched at-home, online health and fitness utilities and programmes, this initiative tackles a specific age group.
In the UK this means the tough challenge of taking on former adult personal trainer and self-titled ‘BodyCoach’ the current unofficial PE teacher to the nation Joe Wicks who has been hosting daily social media morning routines for his 3.6m Instagram followers.
It also follows on from the umbrella ‘Nike Move’ initiative launched earlier in 2019 which was also conceived and created by RG/A.
The original challenge behind the Nike Move campaign was built on the insight that kids today are less active than they’ve ever been, and as a result are dropping out of sport at an unprecedented rate. This means that the everyday relationship they have with sport is tarnished due to the level of competition, pressure to perform, and the absence of fun.
Thus, Nike’s vision and response for the next generation is to reposition what sport means to them and to get kids back into sport by injecting play into their daily lives through engaging and motivating ways.
The solution to this challenge saw the brand team up with R/GA to create Nike Move: Nike’s first ever workout series aimed at getting kids moving more.
The series originally featured Nike trainer Kim Ngo who brought her expertise to guided workouts where movement and imagination are merged together. Alongside Ngo, Nike ‘kidfluencers’ Leany Danse, Ashanti Akpan and Rayssa Leal brought their own style inspired by key sports to the different workout routines.
Set in engaging, animated worlds, the workouts show kids that they can do these fun workouts almost anywhere.
Links:
Move Crew
https://www.youtube.com/channel/UCEr-n7P2OVJqJoBIoCGgBqQ/featured
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
ukactive
https://www.facebook.com/ukactive
https://www.youtube.com/channel/UCmPrCBtK7McEM7eYFVi0GNA
https://www.instagram.com/ukactive/
R/GA London
https://www.rga.com/offices/london
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