Nike Partners with Rescue.co to Enhance Athlete Safety in Kenya
Nike has announced a new partnership with Rescue.co to provide comprehensive emergency medical and rescue services for its athletes in Kenya. This initiative, designed to ensure the safety and well-being of athletes, is particularly aimed at addressing concerns surrounding the increasing risks faced by Kenyan runners, including a troubling rise in violence against athletes.
The collaboration will offer Nike athletes around-the-clock support from Rescue.co’s advanced emergency response systems. This includes access to a network of ambulance and air transportation providers, ensuring that athletes receive swift, life-saving assistance whenever necessary. With the state-of-the-art 24/7 dispatch center and extensive ground and air responder network, athletes will have immediate access to emergency medical services, no matter their location in Kenya.
Tanya Hvizdak, Vice President of Nike Global Women’s Sports Marketing, emphasized the importance of athlete safety. “We believe athletes are the best versions of themselves when they feel safe and secure,” said Hvizdak. “The athlete is at the center of everything we do, and their voice is integral to the actions we’re taking in Africa and elsewhere. Not only are we listening to our athletes, but we’re also a brand that takes action.”
The initiative follows increasing concerns regarding the safety of athletes in Kenya, particularly female runners who often train in remote areas. The partnership signals Nike’s continued commitment to supporting Kenyan athletes by ensuring they can focus on their training and performance without worrying about their safety.
Caitlin Dolkart, Managing Director of Rescue.co, expressed her enthusiasm for the partnership. “Our mission at Rescue.co is to provide peace of mind in every emergency. We are honored to partner with Nike to ensure that all athletes in Kenya feel safe, supported, and confident in their well-being,” said Dolkart. “With our extensive network and expertise in delivering immediate, life-saving support, we are proud to be standing behind these athletes as they strive for greatness.”
The announcement has been met with praise from Kenya’s top athletes, including Faith Kipyegon, a member of Nike’s Athlete Think Tank and the only runner to win three consecutive Olympic gold medals in the 1,500 meters. “I welcome Nike’s initiative to support my fellow Kenyan athletes and me with emergency assistance,” said Kipyegon. “It makes me proud that Nike cares about our health and safety when it matters most.”
Eliud Kipchoge, widely regarded as the greatest marathoner of all time and the central figure in Nike’s Breaking2 project, also lauded the new safety measure. “My teammates and I are grateful that Nike provides us with extra protection,” said Kipchoge. “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.”
This partnership underscores Nike’s commitment to not only responding to the needs of its athletes but also proactively fostering a safer and more secure environment for them to thrive. By combining world-class emergency services with its deep understanding of the challenges athletes face, Nike aims to create lasting change and enhance the athletic experience for Kenyan athletes.
Through this innovative collaboration with Rescue.co, Nike continues to demonstrate its leadership in creating positive, impactful changes that prioritize athlete safety, health, and well-being.
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