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Nike and NetEase Cloud Music join forces to empower girls | Updated: 2024-06-13 16:30
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Girls from schools and summer camps involved in the Boundless Girl program will perform at the Nike University Dance Competition. [Photo provided to China Daily]

Nike has unveiled the latest enhancements to its female empowerment initiative, Boundless Girls, in collaboration with NetEase Cloud Music. The program, which aims to revolutionize sports participation for girls in China, introduces a themed playlist curated by elite athletes and launches a special music appreciation campaign titled Boundless Girls Don't Stop.

Since its inception in 2019, Boundless Girls has been dedicated to dismantling barriers to sports involvement and reshaping the athletic landscape for young women. By harnessing a blend of internal and external resources, the program seeks to elevate its offerings and broaden its influence.

This year's program features a specially choreographed dance by Yang Yuting, merging music, dance, and sports to encourage self-expression among participants. Students from schools and summer camps affiliated with Boundless Girls will learn this dance routine, culminating in a performance at the Nike University Dance Competition finals. Additionally, Nike has introduced a fresh visual identity for Boundless Girls to further amplify its message.

A new visual identity for Boundless Girls. [Photo provided to China Daily]

NetEase Cloud Music, a new partner in this endeavor, brings a wealth of musical inspiration and vitality to the program. Through curated playlists and music review projects, the collaboration aims to motivate young girls to explore the harmonious relationship between music and movement. NetEase Cloud Music is dedicated to fostering girls' potential through music-infused sports activities, promoting awareness and engagement in empowerment initiatives for girls.

Prominent Chinese athletes and role models like Zheng Qinwen, Yang Liwei, Han Xu, Wu Haiyan, and Liu Xiang have shared their favorite songs and words of encouragement with the Boundless Girls community. These athletes advocate for not only participating in sports but also relishing the experience, embracing the fusion of music and dance.

Xu Lin, the head of Social and Community Impact at Nike Greater China, emphasized the profound impact of music and sports on children's development, particularly their appeal to girls. The partnership with NetEase Cloud Music and the emerging generation of dancers is poised to infuse Boundless Girls with renewed vigor, inspiring more young girls to engage in physical activity and become catalysts for positive change.

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