the OPPortunity

Redefining what it means to be a good man, through sport


What if the progress a man made on the field was just as important as the progress he made off it?

That was the impetus behind the Good Men in Sport: the need to redefine “good” as more than just a man’s achievements, and instead, encourage men to embrace a new kind of masculinity - one where men can be generative, positive forces in this world.

Developed by The Men's Initiative - an organization that conducts leading-edge transitional work with men and male-dominated cultures including veterans, the protective services and sports with a focus on athletes in transition - the Good Men in Sport campaign plans to launch publicly in early 2019.


To begin this work, The Men’s Initiative hosted a design sprint with more than 30 stakeholders from across the sports ecosystem to collaborate a new model of aspirational masculinity. Participants included current and retired professional athletes, coaches, agents, and representatives from players association, leagues, sports non-profits, agencies and leading brands.