In the Middle East, public schools have encouraged physical education for students only in recent years, while most parents didn’t have the same access to it.

Now there’s a generation of kids growing up playing sports, and a generation of parents who didn’t play while growing up, and see sports as a distraction.

In order to bridge the generational divide, we needed kids and parents to start a conversation about playing sports together.

It was important for us that the book made a real impact, so we distributed 5,000 hard copies to kids in the Middle East at schools, sporting events, and Nike stores. Then we went wider, with an animated digital version available to everyone. We had more than 20,000 digital downloads of the book