JUST PLAY!
Starting Our JUST PLAY! Journey..
KIDS Community's JUST PLAY! program is a research and community action program aimed to assess the status of community-based youth sports and develop potential strategies and programs to address funding for and access to community-based youth sports, especially in underrepresented groups.
"Sport has the power to change the world .."
Nelson Mandela inspirational speech at the Laureus World Sports Awards 2000 in Monaco. (0:39)
Why is it so critical to encourage engagement in and provide access to sports in local communities? Participation in sports promotes physical, emotional and mental health and wellness. Sports create community cohesion, a sense of belonging, and opportunities for economic impact. Sports break down social, economic and racial barriers and provide youth with a platform from which to believe in an optimistic future ...
"We made the impossible possible .."
John Cook, Head Volleyball Coach - University of Nebraska
On August 30, 2022, Nebraska Volleyball broke the world record for attendance to a women's sporting event at 92,003. (2:22)
JUST PLAY! Program Background
Youth sports have changed significantly over the past 20 years, with recent acceleration of declining access to community based-youth sports. Numerous factors have contributed to these changes, including lack of access to facilities and equipment, shortage of qualified coaches and volunteers, global recessions, the further professionalization of youth sports, and the rising cost of sports. These changes are causing significant shifts in the roles of non-profit sports organization, schools, club sports organizations, corporate funders and investors. Much needs to be done to attenuate the loss of access, the ensuing mental and physical health challenges in our community's youth, and to set and achieve goals toward gaining equity in access to youth sports. REFERENCES
The KCI JUST PLAY! community-based youth sports initiative is a dynamic program dedicated to ensuring equitable access to sports opportunities for all youth within our community. Our mission is to break down barriers to participation, fostering an inclusive environment where every young individual can thrive through sports engagement.
K.I.D.S. Community is developing a strategic framework that places athletics at the center of an integrated model connecting education, innovation, and community engagement. The goal is to re-establish youth sports as a platform that builds competitive excellence and broad participation while preparing the next generation of healthy, capable, and collaborative leaders.
Core Focus Areas
1. Competitive + Participatory Balance
We believe strong athletic programs can coexist with broad access. The framework promotes high-performance pathways alongside inclusive community-based opportunities, ensuring every child can participate, develop skills, and experience the benefits of teamwork and wellness.
2. Academic + Experiential Integration
Athletics becomes a living classroom for science, technology, engineering, and math. Through applied research, training and performance data, and real-world problem solving, students explore topics such as biomechanics, sports analytics, health sciences, and sustainable facility design—connecting physical performance with academic inquiry.
3. Financial + Operational Innovation
Sustainable access requires creative resourcing. The model explores endowments, sponsorships, shared-use facilities, and public–private partnerships to ensure long-term viability. Athletics is treated not as a cost center but as a generator of educational value and community investment.
4. Community + Ecosystem Partnerships
Collaboration extends impact. By linking schools, universities, local governments, professional organizations, and industry partners, we build a regional ecosystem that supports youth sports, fosters workforce connections, and drives innovation in health, technology, and leadership development.
5. Policy Alignment
Local, regional and national contribution to policy development and alignment.
Our Vision
To create a scalable, data-driven approach that strengthens competitiveness, expands participation, and unites education, wellness, and community purpose—transforming youth sports into a sustainable platform for lifelong growth.
Our JUST PLAY! community-based youth sports initiative is committed to creating a level playing field where all youth can enjoy the physical, social, and emotional benefits of sports. Through thoughtful policies, innovative funding strategies, and best practices, we aim to build a sustainable and inclusive sports program that empowers young individuals, regardless of background, to reach their full potential. Together, we strive for a community where sports serve as a catalyst for unity, growth, and lifelong well-being.