Nike hires Fleishman for UK Designed to Move initiative

LONDON: Nike has called in FleishmanHillard to handle its retained UK public affairs work for an initiative championing physical activity among children.

LONDON: Nike has called in FleishmanHillard to handle its retained UK public affairs work for an initiative championing physical activity among children.

The sportswear company is a member of the Designed to Move initiative, a global coalition of more than 70 sports and health bodies that aims to make physical activity an everyday occurrence in children's lives. Other members include the Brazil Ministry of Sport and the Premier League.

Fleishman will be responsible for building advocacy among members of Parliament and the wider policy community related to sports, fitness, and children's health on behalf of Nike as part of its involvement with Designed to Move.

It will target stakeholders from the UK Department of Health to the Department for Transport, the Department of Culture, Media and Sport, the Cabinet Office, and the Department of Education. The agency's goal is to ensure that government policy encourages children to be physically active from a young age.

The agency's director of corporate reputation, Caroline Winters, will run the account, which is believed to be worth six figures. She will work with Andy Reed, the sports campaigner and ex-Labour Member of Parliament for Loughborough, who is a part-time consultant for the agency.

This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.

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