Nike - Potential through sport

Source: http://www.nikebiz.com/responsibility/community_programs/let_me_play.html

Nike supports different types of programs around the world, including the Bowerman Track Program, Jordan Fundamentals, Let Me Play, Nike School Innovation Fund, and Reuse-A-Shoe and Nike Grind. Nike also established a Foundation to improve the lives of adolscent girls in the world's developing countries.

The Bowerman Track Renovation Program was set up in honor of Bowerman's lifetime contributions to the sport of running. He was the co-founder of Nike. It is a worldwide program that provides matching cash grants to community-based, youth-oriented organizations for refurbishing or constructing running tracks. The program distributes about $ 200,000 in matching grants each year.

Besides, the Jordan Fundamentals Grant Program was found in 1999. It arises out of Michael Jordan's belief that education is the key to build commitment among our youth. The program supports public secondary schools that serve economically disadvantaged students and is created to reward impressive teaching and instructional creativity.

Let Me Play is another part of Nike's community programs which provides access to the benefits of sport to all young people. During the last two years, Nike invested $ 100 million worldwide in community-based programs to enhance their lives through the access to sport.

In 2007 Nike established the Nike School Innovation Fund, a $ 9 million, five-year commitment to support major school districts in Portland, Beaverton and Hillsboro, USA. 

Since the beginning of the Reuse-A-shoe program in 1990 Nike has recycled more than 21 million pairs of worn-out athletic shoes.  These shoes and other scrap material left over from the manufacturing of footwear are ground up and purified to become a material the company called Nike Grind. This advanced recycling technology turns Nike Grind materials into everything from basketball and tennis couts to tiles for gym floors, playground surfaces and more. 

In this connection I would like to refer to Paul Schwartz's Blog. Paul stated that a company's CSR activities should be related to its profile and strategy of the specific business, otherwise CSR efforts won't be neither sustainable nor will it impact customer's perception.

I think Nike is a good example for doing CSR activities that fit into their core business sports. Moreover the community programs and foundations create a strong commitment around the world. And does it not  also encourage us to reflect environmental issues?