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Tuesday 25 September 2012

Premier League boosting Nike's global health drive

The League's projects forming key UK part of campaign to increase activity around the world

The Premier League’s Kickz programme has encouraged the young to play the game

The Premier League is playing a key role in part of a global campaign launched this week by Nike to increase activity around the world.

Nike, which is a partner of the Premier League, released a report on Sunday, “Designed to Move”, which outlined that across the world society has engineered movement out of daily life, leading children today facing a shorter life expectancy than their parents.

The report, carried out in conjunction with a number of leading bodies, has found that more deaths are attributed to physical inactivity than smoking around the world and it has called for early positive experiences for children in sports and physical activity to be created and for physical activity to be integrated into everyday life.

As part of that, in the UK Nike is teaming up with a number of schemes that the Premier League has introduced under its “Creating Chances” programme.

One of the schemes is the Premier League Schools Tournament (PLST), which aims to increase participation in the game among boys and girls. Since it started in 2006, PLST has involved more than 32,000 children as 800 schools have vied to represent their local club in the regional finals.

Kids get to wear their clubs’ kits and this year, with the participation of 308 schools and 2,464 individuals, the final took place at Arsenal’s Emirates Stadium, where the players used the stadium’s dressing-rooms as well as having their matches refereed by a Premier League official.

The Premier League’s Kickz programme is also playing a role in the Nike project. Kickz began as a pilot project in London between the Premier League and the Metropolitan Police in 2006, with the aim of using football to bring communities together and engage with young people.

The growth of Kickz has been phenomenal and 42 Premier League and Football League clubs run a combined 112 projects across England, with 45,000 kids engaged in their local community in just one year and 85,000 personal outcomes achieved overall, including 5,500 educational qualifications.

The work done with Nike is just one of the ways the Premier League co-operates with its various commercial partners to maximise the effect of their community projects.

For more on the Designed to Move campaign, click here

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Key Points

  • Premier League is playing a key role in Nike's global campaign to promote activity
  • In the UK, Nike is teaming up with League's popular Schools Tournament
  • Premier League’s Kickz programme is also playing a role in the Nike project