Nike, the world’s leading athletic brand, is committed to unleashing youth potential through sports. By extension, it set out to construct a new athletic centre made of recycled running shoes in a disadvantaged Toronto community. For its part, APEX used its strong relationships with sports, education and environmental reporters to create a memorable and moving launch event. Toronto Mayor David Miller, Nike President Eric Agius, World Champion Hurdler Perdita Felicien and 1,200 local kids were all present and helped demonstrate how access to sport can help kids reach their full potential.