In a groundbreaking initiative aimed at protecting the health and safety of its athletes, Nike has partnered with Rescue.co to offer 24/7 emergency medical support to all its athletes in Kenya. This strategic alliance marks a significant step toward safeguarding athletes in a country renowned for its world-class runners, where athletes often train in remote and high-risk areas.
This partnership also comes amid growing concerns for the safety of female athletes in Kenya, who have faced increased incidences of violence and abuse in recent years. By offering round-the-clock support through Rescue.co’s extensive network of ground and air responders, Nike’s commitment reinforces a central tenet of its brand: putting the athlete’s well-being first.
A Game-Changer for Kenyan Athletes
The partnership with Rescue.co is a powerful move to alleviate the often-overlooked challenges that Kenyan athletes face. Although the country has produced some of the world’s most celebrated runners, including marathoner Eliud Kipchoge and middle-distance star Faith Kipyegon, safety concerns have remained a pressing issue. Many Kenyan athletes spend significant amounts of time training in remote or rural areas where quick access to emergency services may not be guaranteed.
Through this partnership, athletes will have access to Rescue.co’s 24/7 dispatch center, which coordinates emergency medical care, ambulance transport, and even air evacuation services. These resources offer immediate support to athletes, enabling them to train with fewer worries about their safety.
“Athletes are the best versions of themselves when they feel safe and secure,” said Tanya Hvizdak, Vice President of Nike Global Women’s Sports Marketing. “We’re listening to our athletes, and their safety and security are at the heart of everything we do.”
Addressing Safety Concerns for Female Athletes
This partnership between Nike and Rescue.co is particularly vital for female athletes, who face a unique set of challenges that male athletes may not experience. From harassment to potential violence while training on secluded routes, these risks are a concerning reality. According to the World Health Organization, gender-based violence is a pervasive issue, impacting women worldwide, and Kenya is no exception.
Nike’s commitment to empowering female athletes transcends just athletic performance; the brand has consistently advocated for equal opportunities, fair compensation, and comprehensive safety measures. By investing in emergency services with Rescue.co, Nike ensures that its female athletes feel supported both on and off the track. Faith Kipyegon, who has earned an impressive three consecutive Olympic gold medals in the 1,500 meters, spoke highly of Nike’s initiative, expressing gratitude for the added security that comes with this partnership.
“I welcome Nike’s initiative to support my fellow Kenyan athletes and me with emergency assistance. It makes me proud that Nike cares about our health and safety when it matters most,” Kipyegon remarked.
Bringing Peace of Mind to Marathoners and Distance Runners
Distance runners like Eliud Kipchoge, who often train on lengthy, isolated routes, will especially benefit from this partnership. Running over expansive terrains requires athletes to travel far from urban centers where emergency services are more readily available. With Rescue.co’s support, Kenyan athletes will now have peace of mind, knowing that in the event of an emergency, they will receive timely and appropriate care.
“Our marathon training group spends a lot of time on the roads and in remote areas, so mobile safety measures are very important to us,” said Kipchoge. Known as the world’s greatest marathoner, Kipchoge has consistently pushed the boundaries of human endurance and serves as a cornerstone of Nike’s Breaking2 project, a revolutionary attempt to break the two-hour marathon barrier. “My teammates and I are grateful that Nike provides us with extra protection by supporting us with emergency assistance.”
How Rescue.co’s Network Enhances Athlete Safety
Rescue.co, a leading emergency response provider in Kenya, operates an expansive network of ambulance and air rescue teams that can reach even the most isolated locations in the country. The company’s dispatch center is designed to handle emergencies swiftly, coordinating between different types of responders and using advanced technology to locate individuals in distress. Their model fits well with the needs of Kenyan athletes, who often traverse rural or mountainous areas as part of their training routines.
Caitlin Dolkart, Managing Director of Rescue.co, emphasized the importance of this mission, saying, “Our mission at Rescue.co is to provide peace of mind in every emergency, and our partnership with Nike is a powerful step in ensuring that all athletes in Kenya can feel safe, supported, and confident in their well-being.”
Dolkart highlighted the unique demands of Kenyan athletes and expressed pride in partnering with Nike to support them with services specifically tailored to their needs. This collaboration will allow athletes to focus more on their training, safe in the knowledge that help is readily available should they require it.
Nike’s Ongoing Commitment to African Athletes
This partnership reflects Nike’s broader commitment to supporting African athletes and recognizing their significant contributions to the global sports landscape. Beyond offering emergency services, Nike has invested in training facilities, access to quality sports gear, and sponsorships that enable African athletes to compete at the highest levels.
In Kenya alone, Nike has sponsored elite training camps, provided scholarships for young athletes, and supported various community initiatives. By providing financial and logistical support, Nike plays a crucial role in enabling the country’s sporting success and fostering the next generation of athletes.
The partnership with Rescue.co adds another layer to Nike’s support system for Kenyan athletes, focusing not just on performance enhancement but on holistic well-being. Through initiatives like this, Nike demonstrates a genuine understanding of the challenges Kenyan athletes face and shows a readiness to act on athlete feedback.
Creating a Safer Environment for Future Athletes
Nike’s partnership with Rescue.co is more than a one-off project; it is a model for future collaborations in sports safety. As countries like Kenya continue to produce world-class athletes, their safety, both on and off the field, remains paramount. By investing in emergency services, Nike reinforces its leadership position as a brand that doesn’t just sponsor athletes but also actively invests in their well-being.
For parents, coaches, and young athletes eyeing a future in competitive sports, Nike’s approach serves as an assurance of the brand’s commitment to creating a supportive environment for growth and development. It highlights the need for other brands and organizations to consider comprehensive safety measures, especially for athletes in countries where access to emergency services is limited.
Nike’s partnership with Rescue.co not only sets a precedent for sports safety but also encourages a paradigm shift in how brands can support athletes. While many companies prioritize performance-related investments, Nike’s initiative emphasizes the importance of safety and mental peace for athletes.
In a competitive and often physically demanding profession, the pressures on athletes are immense. With guaranteed access to emergency medical services, Nike athletes in Kenya can focus on their goals, whether that’s breaking records, qualifying for championships, or simply training without fear. This collaboration with Rescue.co signifies a step forward in athletic care and serves as an example of how brands can take proactive measures to support athletes’ physical and emotional security.
