In a significant move, Nike has announced a strategic partnership with rescue.co. The partnership aims to bolster the safety and well-being of its Kenyan athletes and will give Nike athletes in Kenya round-the-clock access to emergency support.
Moreover, this move enhances security both on and off the field. Nike athletes will benefit from 24/7 assistance provided by rescue.co’s call center. They will also have access to an extensive ground and air ambulance provider network.
Immediate emergency services are essential for both training and personal safety. The initiative comes after concerns raised by Nike athletes. They highlighted the need for better protection, especially after violent incidents affecting Kenyan athletes.
Female runners have been particularly vulnerable.
Nike’s commitment to listening to its athletes is clear. The company has acted on its concerns, taking steps to ensure safety. This proactive approach underscores its dedication.
“We believe athletes are the best versions of themselves when they feel safe and secure,” said Tanya Hvizdak, VP of Nike Global Women’s Sports Marketing.
“The athlete is at the center of everything we do. Their voice drives our actions in Africa and elsewhere. We’re not just listening—we’re a brand that takes action.”
The partnership with rescue.co is just one of several proactive measures Nike has taken. It follows Nike’s alliance with the Nala Track Club, a female-only organization founded by elite runner and Nike athlete Mary Ngugi.
Established in 2022 and based in Nyahururu City, the club supports young women training at the semiprofessional level.
Nike’s support for Nala Track Club aligns with its broader goal. The company aims to foster equity and support in sports. Mary Ngugi emphasized Nike’s role in enabling her to create opportunities for female athletes.
“Nike has been my support system in making an impact for young girls in the community,” Ngugi said.
“This shows a deep level of care that many women felt was lacking. We often hear about the challenges and tragedies women face here. This support is immensely welcome,” Ngugi added.
Ngugi expressed gratitude for Nike’s efforts to ensure safety across Kenya.
Nike’s commitment extends further with its Athlete Think Tank. This group includes elite female athletes and coaches from around the globe. They share insights, discuss challenges, and contribute ideas for creating an equitable future in sports.
Faith Kipyegon, a three-time Olympic gold medalist in the 1,500-meter event, welcomed the new initiative.
“I welcome Nike’s support for Kenyan athletes through emergency assistance. It makes me proud that Nike values our health and safety,” Kipyegon said.
The partnership’s significance extends beyond competition. Training often takes athletes to remote areas where medical assistance is not readily available.
Eliud Kipchoge, world record holder and centerpiece of Nike’s Breaking2 project, spoke about the practical benefits.
“Our marathon group trains on roads and in remote places. Mobile safety measures are crucial. We are grateful for this added protection,” Kipchoge said.
He highlighted how crucial such measures are for maintaining focus and peace of mind.
This safety initiative is a testament to Nike’s dedication to athlete support. The brand sets a new standard for how sports organizations can prioritize well-being. Integrating athlete feedback and addressing safety concerns strengthens Nike’s leadership.
This partnership with rescue.co solidifies Nike’s reputation as a leader in supporting athletes. It reflects a commitment to athletic excellence and peace of mind. Athletes can now train, compete, and live confidently.
Nike shows that it doesn’t just listen to athletes—it acts to ensure their thriving in a supportive environment.
This initiative also shows Nike’s proactive approach to athlete safety on multiple levels. The company continues to implement programs and partnerships aimed at advancing athlete well-being.
Not only does this build trust, but it also reinforces Nike’s role as an advocate for athlete empowerment.
The collaboration with rescue.co marks a pivotal moment for sports in Kenya. It demonstrates how global brands can play a role in community welfare. Nike’s steps contribute to a broader vision where athletes feel protected and supported.
In recent years, athletes have increasingly called for more comprehensive support systems. Nike’s response is proof of its willingness to adapt and lead.
Ensuring safety goes beyond physical measures. It includes building a culture where athletes know their well-being matters. Nike’s initiative reinforces that promise. The brand’s actions speak loudly, backing up words with significant, impactful deeds.