LeBron James has announced a new partnership with mobile app Calm, as the collaboration seeks to emphasise the value of mental fitness.
The debut year of this multi-year partnership includes a national marketing campaign, original audio content from James, and Calm donations to youth organisations.
The NBA icon commented: “As an athlete, there’s a lot of focus on physical fitness. This partnership with Calm is all about mental fitness. It’s something I’ve always prioritised, and it’s just as important to my game, my career, and my life than anything I can do physically.
“The ability to focus and calibrate everything going on inside your mind is a skill that can be strengthened over time, and Calm helps me do that. Through this partnership, I’m also excited to share that important tool with the youth in my Foundation and across the country.”
James teamed up with Calm to create the “Train Your Mind” content series, available in the Calm app soon. Content will include 10-minute inspirational wisdom sessions with topics including managing emotions, sleep, and maintaining balance, among others. Calm members can expect to see more content from the “Train Your Mind” series in 2020.
“LeBron James is so much more than an athlete,” said Michael Acton Smith, Calm co-founder and co-CEO. “He is the living embodiment of what we can achieve when we prioritize mental wellness. I can think of no person on Earth more qualified to speak to the benefits of a dedicated mental fitness program. LeBron has a trove of wisdom to share on themes like awareness, focus, and rest. We’re very excited that he has chosen Calm as the platform to share that message with the world.”
Alex Tew, Calm co-founder and co-CEO added: “In his tireless work as a philanthropist, LeBron has supported and inspired youth to achieve their full potential,” said . “This partnership extends that mission, by offering the tools of mental fitness to youth organizations across the country. As LeBron has experienced in his own life, a young mind can be powerfully shaped if introduced to mental wellness.”
Throughout the duration of the partnership, Calm and James are committed to encourage mental fitness by strengthening one million young minds. This holiday season, all students and staff at the I PROMISE School are receiving access to the content series, which will be implemented into the school’s daily curriculum. These Calm resources will enhance the I PROMISE School’s fundamental commitment to social emotional learning, with the school designating class time each day to mindfulness and emotional processing.
Michele Campbell, Executive Director of the LeBron James Family Foundation also emphasised: “Calm’s mental fitness and mindfulness practices align perfectly with the I PROMISE School’s trauma-informed curriculum and intentional approach to educating the whole child. For the population of at-risk students we serve at IPS – many who are experiencing various forms of trauma – mental toughness and the ability to process what they’re going through is a matter of survival. We’re excited to add Calm’s tools and techniques to the supports we’re able to provide in this critical area.”
