Nike introduces Game On, an initiative focused on enhancing disability inclusion and recruiting athletic talent for the brand.
While many elite athletes transition smoothly into new careers after retiring from professional sports—consider Tom Brady in broadcasting or Jason Kidd’s coaching role—most struggle significantly when moving to a traditional 9-to-5 job after years of competition.
For athletes with disabilities, re-entering the workforce can be particularly challenging. Research indicates that they often face mental health challenges upon retiring, largely due to the need to reassess their goals and acquire new skills.
“The reality is that the transition is difficult and we have good research and data to show that when athletes go through that transition, it can be a pretty tough time in life,” said Dr. Cheri Blauwet, a Paralympian, Sports Medicine Physician, Harvard Medical School Professor, and Chief Medical Officer at Spaulding Rehabilitation/Mass General Brigham.
“The risk of mental health symptoms increases just because athletes are really thinking: ‘What is my identity now?’”
This concern contributed to Nike’s launch of Game On, a new initiative aimed at widening the opportunities for disabled athletes and former professionals seeking corporate work experience. Launched during the 2024 Paralympics, the program brings athletes into various departments at Nike—from operations to marketing—for a one-year term.
“Even the world’s most successful athletes who’ve reached the pinnacle of their career are often retiring in their 30s and there’s no other career that’s like that,” James Loduca, Nike’s V.P. and Chief Diversity Officer, explained.
“Here they are with these extraordinary talents, incredible skills, and a whole life ahead of them. The inspiration for this program was to meet our athletes at that pivotal moment and expand the perspective of what a career in sports can encompass.”
Game On not only supports athletes seeking new workplace experiences but also aims to enrich Nike’s corporate culture, according to Loduca.
“There’s a ton of research on this and we see that teams incorporating a variety of perspectives and experiences are more creative, innovative, and better problem solvers,” he remarked. “When you consider Paralympians, think about all the challenges they have to overcome just to reach their current level.”
Sarah Reinertsen, a former Paralympian and the current head of Nike Sports Marketing, has experienced these dynamics firsthand. As the first female amputee to compete in the Ironman World Championship in 2004, she has witnessed the peaks of athletic success while also facing the difficulties of re-establishing her career post-sports.
“It was a bit bumpy,” Reinertsen reflected. “We didn’t have these programs, so I really had to create my own path, and this is why I’m so passionate about what we’re doing now.”
Her journey revealed that many aspects of being a professional athlete, such as resilience in the face of setbacks and empathy for competitors, translate well into corporate settings. Additionally, she has cultivated new skills while working at Nike.
“In any job, whether freelance or corporate, you need a diverse skill set,” she noted. “You have to be able to communicate, manage projects, and handle budgets—these skills need to sharpen over time. You’re no longer focused on your personal 5K time; it’s an entirely different game.”
Athletes with disabilities also bring valuable perspectives to Nike’s product development. Innovations such as Easy On and FlyEase stem from addressing the specific needs of athletes with disabilities.
Recently debuted products showcased during the 2024 Paralympics included bespoke items for athletes, such as cutting-edge running prosthetics equipped with Nike Air technology for track and field and specialized fencing gear for gold medalist Bebe Vio.
On a consumer level, Nike also revealed new products influenced by insights from disabled athletes. For instance, warm-up apparel featured enhancements like magnetic closures instead of zippers, designed for easier access for disabled athletes, along with backpacks that can be opened with one hand.
“The Pegasus with EasyOn is a great example,” Reinertsen remarked. “We began by assisting one athlete with a specific need, and then we launched it to the wider public.”
