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Nike is playing beautifully - and responsibly
Nike SA has launched its World Football 2006 campaign, called Joga Bonito - Brazilian for 'play beautiful'. The campaign rolls out four months before the start of the World Cup 2006 and Nike, along with leading footballers around the world, is calling for players to stamp out cheating, racism and egotism and to play with heart, with passion and to use their skill to enhance the game rather than detract from it.
60 children from Langa, Kayelitsha and Hanover Park in Cape Town including 15 street children from a local NGO the Homestead Projects for Street Children, were recently brought to Robben Island to participate in a three-on-three football game known as Joga 3 to re-inspire soulful, beautiful football.
The Joga 3 tournament rolls out to 200 community schools, 50 football clubs and 10 shopping centres in Cape Town, Johannesburg and Durban during March, April and May 2006, with the winners from each region competing in a final for a grand prize.
Driven by the mission to use sport as a tool for positive social change, which is a right for every young person, the Joga Bonito campaign is a demonstration of how Nike SA integrates its activities with corporate responsibility.
Nokuthula Zwane, the Corporate Responsibility Analyst at Nike SA, says: "Football is a game that encourages individual flair while promoting team unity at the same time. It is a game that encourages self expression and creativity. It also brings hope and joy to those that play it.
"It is for these reasons that Nike SA chose Robben Island as the venue for the launch of this campaign, the same venue where former prisoners played this beautiful game, never losing hope for a better future."
