The 2008 Olympic Games in Beijing, China was a big deal for the booming country and for Nike. Nike has been doing business in China for more than 25 years, first sponsoring China’s national basketball teams in 1980.

Part of China’s rapid economic growth is due to the largest peaceful migration in human history. More than 200 million Chinese, including an estimated 24 million children and teenagers, are moving from rural areas in China to cities like Beijing in search of work and better opportunities. In the process of this move, they face a range of challenges including discrimination and barriers to education and health care.

As part of its commitment to the country, Nike has gotten involved. In late 2007, Nike partnered with the China Children and Teenagers Fund and Save the Children China Program to launch Let Me Play in China. The program aims to help Chinese migrant youth overcome social isolation by inspiring them to reach their full potential through sport.

Nike contributed its experience to help develop a tailored sports curriculum, train teachers and increase access to sport at schools serving migrant kids. Nike also provides sports equipment and grants for facilities as well as apparel and footwear to enable these youth to participate in basketball, football and other sports.

Nike’s Let Me Play community efforts around the world are our long-term commitment to youth giving access to the benefits of sport. “This access delivers multiple benefits including empowering youth with self-confidence and team work skills that are helping them become better integrated into their new communities,” said Kelly Lau, Nike China’s Corporate Responsibility Director.

As of February 2008, the program had reached 135,000 migrant youth in Beijing, Shanghai, Guangzhou and Nanjing. Teachers report that kids have more self-confidence, better social skills, and a greater understanding of teamwork. Plans are in the works to expand the program to additional cities next year targeting another 100,000 kids. Learn more about China Children and Teenagers Fund.