Lack of Sportsmanship Exposed in New Athletic Survey Points to Changing Attitudes Among Today's Young Athletes

WINSTON-SALEM, N.C., July 14 /PRNewswire/ -- In an age of win-at-all-costs competitiveness, Champion® Athleticwear, the National Alliance for Youth Sports and a council of key sports industry leaders are launching an effort to create an Athletes' Creed, a belief system designed to inspire players of all levels to reclaim the pure enjoyment of the game, the irrepressible camaraderie of a team and the spirit of clean competition.

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The Champion Athletes' Creed will be the collaboration between real, everyday athletes and an advisory council comprised of industry insiders, including ESPN's Skip Bayless, Steelers running back Rashard Mendenhall and U.S. Lacrosse President Steve Stenersen.  Starting today, athletes can enter their own athletic Principles for potential inclusion in the Athletes' Creed as well as vote on the Principles submitted by the advisory council at Champion's Facebook page (www.Facebook.com/Champion).  

The need for the Creed became apparent after a national opinion survey of young athletes commissioned by Champion and the National Alliance for Youth Sports revealed that more than two-thirds of athletes believe sportsmanship is on the decline and more than 81 percent agree athletes today would rather win than play completely fairly.

Champion brand ambassador and Steelers star Rashard Mendenhall underscores the importance of balancing spirited competition with clean play.  "Sportsmanship is what makes a good game, and, more important, a good athlete in the eyes of your teammates, opponents and fans," Mendenhall said.  "It doesn't matter what sport you play or what level you play at."

As Athletes Get Older, Fair Play Takes a Back Seat to Winning

Sports continue to play a vital role in the lives of young men and women, inspiring self-confidence and providing a sense of well-being and fun, and an overwhelmingly 93 percent confirm playing sports is the most fun when everyone shows good sportsmanship, win or lose, according to the commissioned survey(1) of more than 1,500 athletes between the ages of 18 and 30 years old.

The survey results also, however, uncovered that 68 percent believe sportsmanship is on the decline; with more than half admitting they don't have as much fun playing sports now as they did when they were younger.  Why? What's changed? A host of reasons:

• More than three-quarters (79%) point out that showing good sportsmanship doesn't seem to be as important to athletes as it used to be
• 81% agree that athletes today would rather win the game than play completely fairly
• In fact, 73% indicate their athletic peers believe it's cheating only if they're caught
• 86% of young athletes say they've seen trash-talk during games increase as they've gotten older – and not just to their teammates; an astounding 81% agree athletes today seem to have less respect for officials
• Unsportsmanlike conduct is not restricted to the athletes themselves.  Nearly half of survey respondents (45 percent) have considered quitting sports because of their coach's behavior, with 41 percent reporting their coach is concerned more about winning than sportsmanship

"Our survey proves that young athletes are passionate about bringing fair play back," says Claire Powell, Director Champion Brand Marketing.  "The Champion Athletes' Creed will enable and empower these athletes by encouraging sportsmanship and giving them a voice to help change the behavioral trends they are experiencing, from the pool to the court and from the field to the gym."

"Creating a healthy attitude toward sports starts when you're young and starts with the example coaches, administrators and volunteers set," says Pysha Simmons, marketing coordinator for the National Alliance of Youth Sports (NAYS).  "It is our hope that this survey will rally athletes and their coaches to help us write the Champion Athletes' Creed and bring it back to their teams and communities."

Industry leaders James Parker, director of sports for the Amateur Athletic Union, and Mike Millay, director, sports events for ESPN Wide World of Sports, will join ESPN's Bayless, the Steelers' Mendenhall, U.S. Lacrosse's Stenersen, Champion's Powell, and NAYS' Simmons, on the Champion Athletes' Creed Council.  Together, these council members have created a framework for the Athletes' Creed by drawing upon experiences that cross the athletic landscape, from the softball field to the basketball court and from amateur competitions to professional playoffs.

"I truly believe that athletes are looking for a resurgence in sportsmanship and there is no better time than now," says Bayless, a longtime sports journalist.  "I'm proud to work with Champion to create the foundation of the Athletes' Creed to help them take that stand."

Users are invited to vote on and submit to the Athletes' Creed at www.Facebook.com/Champion between July 14 and August 6 for a chance to win Champion apparel.  The final version will be published in late August at which time users will be encouraged to "Click to Commit" to the Creed and its mission to put fair play back in the game.  The Champion Athletes' Creed will then continue to evolve as the world of sports and its athletes do. For more information visit www.Facebook.com/Champion.

About Champion®

Since 1919 Champion athleticwear has offered a full line of innovative athletic apparel for men and women including sport bras, activewear, team uniforms, sweats and accessories. Champion athleticwear can be purchased at most sporting goods and department stores. For more information please contact us at 1-800-999-2249 or visit www.championusa.com. Champion is a brand of Hanesbrands Inc. (NYSE: HBI).

About Hanesbrands

Hanesbrands Inc. is a leading marketer of everyday apparel essentials under some of the world's strongest apparel brands, including Hanes, Champion, Playtex, Bali, JMS/Just My Size, barely there and Wonderbra.  The company sells T-shirts, bras, panties, men's underwear, children's underwear, socks, hosiery, casualwear and activewear produced in the company's low-cost global supply chain.  Hanesbrands has approximately 45,000 employees in more than 25 countries and takes pride in its strong reputation for ethical business practices.  More information about the company and its corporate social responsibility initiatives, including the company's 2010 U.S. Environmental Protection Agency Energy Star Partner of the Year Award, may be found on the Hanesbrands Internet website at www.hanesbrands.com.

About The National Alliance for Youth Sports

The National Alliance for Youth Sports has been America's leading advocate for positive and safe sports for children since 1981. It serves volunteer coaches, parents with children involved in organized sports, game officials, youth sports administrators, league directors and the youngsters who participate in organized sports. The Alliance's programs are utilized in more than 3,000 communities nationwide by parks and recreation departments, Boys & Girls Clubs, Police Athletic Leagues, YMCAs/YWCAs and various independent youth service groups, as well as on military installations worldwide. For more information visit www.nays.org.

(1) National poll of 1,536 nationally representative young athletes (e.g., active at least three times per week) ages 18 to 30 commissioned by Champion Athleticwear and conducted by YPulse using an online survey.  The online survey was conducted between April 30th and May 3rd, 2010.

SOURCE Champion