Presentation by Mandy Ayres (Nike) at Design Council's Active by Design Summit, 18 September 2014.

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3. • In a very short period of time, physical inactivity has become a global epidemic. So much so, that this generation of
kids is the most physically inactive in history.
• We think this is the sleeping giant issue for every country in the world, as it’s effects are more significant and
underestimated than we could have imagined.
• So this, at the end of the day, is the core problem that we are solving for.
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4. • Physical inactivity shows up and takes hold in a variety of different ways in modern life that we don’t even question
anymore (demonstrated in this collage).
• Everything is available at the press of a button, through a drive‐thru window
• Signage actively discourages play, elevators are encouraged instead of stairs
• All of this adds up to an extraordinary loss of human movement, and a loss of physical activity.
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5. • As a group, we set out to measure just how much individual geographies are slowing down, and the results that came back are shocking.
• In the US alone in less than 2 generations, America became over 30% less active and as we extend out to 2030 they will be close to 50%
less active.
• As you head over to see what is happening in the emerging markets, you can see that they are slowing down even faster.
• China, for example, in less than 1 generation is 45% less active.
• Brazil doesn’t look like it’s fairing too badly, until you really take a look at where it’s forecasted for 2030 ‐ almost 30% less active
compared to 2007.
• At the end of the day this is just too significant in terms of a shift in behavior.
• When you step back and think about human evolution, you don’t expect to see material cost and consequences, but we are definitively
seeing them manifest themselves disproportionately in today’s generation.
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6. • Physical inactivity is a deadly cycle, with impacts across a range of issues.
• Inactive kids will struggle to reach their potential, throughout their lives because they:
• are more likely to be obese,
• score lower on tests, and are more likely to be delayed in school,
• will earn less, and have higher health care costs,
• become a drain on our economies and
• of course will pass on this inactive behavior to their own children.
• This is the deadly cycle of physical inactivity that we need to break.
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7. • It is true that the solution of physical activity has been consistently undervalued.
• To illustrate this, we created what we’re calling the Human Capital Model (HCM).
• It stands for the definitive fact base, the truth on the benefits that are connected to a person’s physical activity levels
• Over 500 pieces of research were studied and cited to create this model.
• Just to summarize it quickly:
• There are 6 dimensions of the HCM that we have been able to categorize all the benefits into
• We call them “capitals” because we fundamentally believe this is a human capital development strategy with benefits that go far
beyond what is commonly believed
• However, this is so much more than a list of benefits.
• What emerges is an incredibly powerful and holistic crosscutting solution to so many things.
• And all these impacts have a compounding effect.
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8. • We know the benefits of physical activity are immense and far‐reaching.
• The data shows us that physical activity is incredibly powerful and a holistic cross‐cutting solution to so many
things.
• If you look at the benefits over a kid’s lifetime, you can see that active kids have a much happier path, and one filled
with more opportunity. They:
• Are less likely to be obese,
• Transition through school performing much higher,
• As they go into the work force, they will perform at higher levels, with more earning potential,
• Will go on to be productive contributors to our economy and
• Of course will pass this behavior on to future generations.
• This is the cycle we need to put in place – a positive, reinforcing cycle – for individuals, families, communities, and nations.
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9. • One of the things that’s crucial in breaking or preventing the physical inactivity cycle is to identify what we’ve called
a pivot population.
• The pivot population is that age or moment in a kid’s life where the cycle (deadly or positive) really locks in.
• So we took a deeper look into the link between physical activity and certain developmental markers that occur in a
person’s lifetime, particularly in the first 25 years.
• We’ve really zeroed in on the age between 7 and 12 (pre‐adolescence), as brain research shows this is when
preferences and motivations are solidified.
• What we’ve learned is that if a kid has a very positive experience during this time in their life, they are considerably
more likely (because of what the brain will remember) to adopt that behavior through adulthood.
• Conversely, if they are enjoying a ton on of sedentary entertainment, and that becomes a positive experience, they
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10. are likely to adopt those sedentary behaviors into adulthood.
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11. Firstly, with the knowledge that physical inactivity is a systemic issue – and no one can solve it alone.
• We firmly believe that the physical inactivity lever is a much bigger driver of the risk and opportunity than the world
currently recognizes and is investing in today.
• The education sector is not going to be able to solve it themselves, the government isn’t going to be able to fix it
themselves,
• It will require all of us working within this ecosystem together in a unified way in order to really break through on
the issue.
• We need to look at government policy to see which things are hurting us and which things are helping us.
• We need to work with the education sector very differently because this is where our kids spend most of their day.
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12. • In short, we need to be working shoulder‐to‐shoulder with all others.
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13. • In acknowledgement that no one can fix this alone, the first thing we did was this (holding up the FFA).
• This is going to look on the outside like another report, but it is so much more than that.
• It really set out to do 3 things:
• 1) Raise the Stakes and change the conversation
• 2) Unite the Field
Let’s take a look at these…
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14. • On the Raise the Stakes piece, if you step back and think about the personality of the physical activity space, it really
is defined and shaped by 2 things:
• First, it’s incredibly and directly attached to the weight‐management issue and more specifically, the obesity
issue. If you talk to anyone about operating in the physical activity space, they typically go directly to obesity.
• The second is this notion of parents seeing physical activity as a distraction from more important things that
will help their child succeed and compete in a competitive world. “It’s extra‐curricular and it’s optional and
its something I cannot afford my child spending time on if they’re going to be successful in future life.”
• With that as the backdrop, what this report really does is consolidate the fact‐base and insights in a definitive and
powerful way.
• “The debate is over in so many ways”, is the feedback that’s come in.
• And this work will play a key role in shifting this issue from being a “nice‐to‐have”, to becoming a critical, urgent and
essential investment.
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15. • The second goal of DTM is to unite the field.
• We had almost 70 organizations and individual experts contribute to the development and co‐creation of this work.
• We spent time making sure that we were able to extract the views, opinions and validations of the organizations
that have spent decades in this zone.
• The first thing to unite on was a common framework.
• a single vision of future generations running, jumping and kicking to reach their greatest potential
• and then two asks that we think in combination, create the greatest probability of breaking the cycle of
physical inactivity.
• the first ask is to create early positive experiences for kids in sports and physical activity
• and then secondly, to integrate physical activity back into our daily life so that we encourage the
world to move more and replace a ton of that activity that’s been chipped away at over time.
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16. 120 organizations and growing are working together: government departments, NGOs, academic institutions and the private
sector
SG industry along side multiple sectors are bringing real resources to the table. Beyond cash. We have a breadth of relevant
resources – competencies, athletes, facilities, sports programs, coaches, retail stores, equipment and brand voices that have
reach globally.
We have member states in at least 3 countries using this framework in a significant way including the USA, UK and BRAZIL. And
it’s been the recommendation in places like Australia & Canada and strong interest out of Chile, Mexico and Argentina.
UNDP, UN Habitat, UNESCO in Brazil, UNICEF
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18. We have learnt that there are five large scale solutions to the physical inactivity crisis. If these are all present, there would be no
inactivity crisis. Finish on cities
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19. Need to change the conversation – make the case to city leaders that active cities are competitive cities. Economic argument
needs to be made ‐ not just environmental case. Working on this with our partners ALR, Sustrans, Embark etc.
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20. 5 More Years – starts automatically
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