Nike joins forces with Naomi Osaka to transform girls’ sports in Japan – Essence

In a world where just one in five children receives the physical activity they need to thrive, girls in Japan face an excellent harder battle.

The country ranks a surprising 118th out of 146 countries in terms of gender parity and ranks last amongst advanced economies. But Nike is decided to change that narrative with a daring recent initiative that puts the ability of transformation directly in the hands of coaches.

The sports giant has entered into cooperation Laureus Sport for good create a breakthrough research-backed coaching guide designed specifically for coaches in Japan. The aim of this comprehensive resource is to overcome the deep-rooted social and cultural barriers which have historically kept girls from participating in sports.

The program has already received significant support from major Japanese sports organizations, including the Yomiuri Giants skilled baseball team and the Japan Basketball Association. “We feel the need to change the environment around girls in sports, starting with baseball,” says Toru Kunimatsu, representative director and president of Yomiuri Giants. “This toolkit will help raise awareness of the gender-related barriers girls face and ensure a safe environment for all girls participating in sport.”

Nike’s commitment to this initiative is deep, as evidenced by the recent Coach the Dream summit in Tokyo – the biggest event of its kind ever held in Japan. From October 16-20, the summit brought together 50 local sports leaders for intensive training in the brand new coaching guide and trauma-informed coaching practices.

“Japan holds a special place in Nike’s history, with a collaboration spanning over 50 years,” explains Vanessa Garcia-Brito, vp, chief impact officer at NIKE, Inc. “During this time, we have seen great progress for women in sport, but we know that girls still face barriers to participation.”

The initiative can also be based on success Play Academy with Naomi Osakawhich began in Tokyo five years ago. Tennis icon Osaka herself emphasizes the crucial role of high-quality coaching: “Play Academy aims to change girls’ lives through play and sport, and we cannot achieve this without great coaches,” she says. “It has been a pleasure to work with Nike to inspire the next generation to realize their potential through the power of movement.”

This latest initiative in Japan is a component of Nike’s broader global commitment to removing barriers for women in sports, which incorporates partnerships with greater than 100 organizations around the globe. Through initiatives akin to these, Nike continues to show its commitment to ensuring that every one young people, especially girls, have access to an inclusive and supportive sports environment that may help them achieve their full potential.