In a groundbreaking partnership aimed at breaking down long-standing barriers for girls in sports, Nike has teamed up with tennis superstar Naomi Osaka to launch a transformative initiative in Japan. With Japan ranking 118th out of 146 nations in gender equality—a figure that places it last among advanced economies—the initiative targets systemic challenges that have historically limited girls’ participation in physical activity.
Recognizing the critical need for change, Nike has collaborated with Laureus Sport for Good to develop an innovative coaching guide tailored for sports coaches in Japan. The resource is built upon in-depth research and aims to provide tools that address the social and cultural hurdles facing young female athletes. By equipping coaches with this guide, the program hopes to create a supportive environment for girls, encouraging them to step into sports with confidence.
This movement is gaining traction with support from key Japanese sports organizations, such as the Yomiuri Giants and the Japan Basketball Association. Toru Kunimatsu, President of the Yomiuri Giants, highlighted the importance of this initiative, stating, “We recognize the need to change the sports environment for girls, starting with baseball. This toolkit will be crucial in raising awareness about the gender-biased obstacles girls face, fostering a safe space for all young female athletes.”
The unveiling of the coaching guide was marked by the Coach the Dream summit in Tokyo, held from October 16-20. Bringing together 50 influential sports leaders, the summit focused on intensive training around the new resource, as well as trauma-informed coaching methods. Vanessa Garcia-Brito, Nike’s Chief Impact Officer, emphasized Nike’s long-standing connection with Japan: “Over our 50-year history in Japan, we’ve witnessed progress for women in sports, but we recognize that significant barriers remain for girls.” The summit, the largest of its kind in Japan, signals Nike’s deep commitment to breaking down these barriers.
Also, read; Will.i.am Releases Empowering Anthem “Yes She Can” in Support of Kamala Harris
This new initiative is an extension of the Play Academy with Naomi Osaka, launched five years ago to foster inclusivity in sports for young girls in Tokyo. Osaka herself has long championed the need for skilled, empathetic coaches who can inspire and support girls. “Play Academy aims to transform lives through play and sports, and that’s only possible with dedicated, quality coaching,” Osaka explained. “It’s been incredible to partner with Nike and ignite the next generation’s passion for movement and potential.”
Nike’s efforts in Japan are part of a wider global mission to dismantle the obstacles preventing girls from accessing sports. The company is already working with over 100 organizations worldwide to create more inclusive athletic environments. Through these initiatives, Nike demonstrates an ongoing commitment to ensuring that all youth, particularly girls, can thrive in spaces that nurture their physical and mental well-being.
By focusing on the importance of coaching and partnering with prominent local sports entities, Nike and Naomi Osaka are not only uplifting girls in Japan but setting a powerful precedent for inclusive youth sports globally.
