NIKE Play Starts With You
Contextual Truth: Most coaches are driven by their passion for sport - in particular those who coach kids. But the lack of supporting resources leaves them with a sense of insecurity and eagerness for mentorship. As a result they narrowly focus on hard skills like technique development, struggling to provide the environment kids need.
Friction: Coaches often coach the sport, while they should be coaching the child.
Opportunity: Launch a program that brings back confidence by helping coaches create a simulating space for kids. From a competitive, skill-developing mindset. To a stimulating and playful approach, where the goal is the journey itself.
Insight: Playfulness is an attitude that makes learning new stuff fun.
Idea: PLAY STARTS WITH YOU
A series of weekly digital contents designed to spark your inner playfulness: play guides with Emma, a professional kid culture expert.
An opportunity for adults to reconnect with their playful sides. Getting away from the screens and move. Not just a chance for kids to reconnect with sport. It’s also a way that adults can find a middle ground with their kids.
