NikeGO: a Corporate-Sponsored Program to Increase Physical Activity and Foster Youth Development

NikeGO was initiated in 2002 by the Nike US Community Affairs Division to address a growing need: to provide youth a safe environment in which to be physically active. Nike collaborated with several organizations across the country and offered an array of programs to foster developmentally appropriate physical activity among youth through their influencers (e.g., teachers, coaches). These programs reached youth in underserved areas ranging from urban inner cities to rural Native lands through various channels and settings including schools, Boys and Girls Clubs, YMCA's, youth sports organizations, and others. Objective and subjective measures were used to determine the reach of the program, the dose of physical activity, the "fun" level of the activities, changes in youths' self-esteem and self-concept, and the likelihood of continued participation. Many older youth gained leadership skills in the process. Overall, the programs have been successful in reaching "hard to reach" youth and engaging them in the positive, developmentally sensitive, health behaviors.