When the NFL launched Play 60 a decade ago as a way to get American youth active, the league had no idea what reach the program would have.

Ten years later, millions of youngsters and 73,000 schools have become involved. Affiliations with such organizations as the American Heart Association and the National Dairy Council have helped make Play 60 one of the nation's most effective youth health and wellness initiatives, focusing on fighting obesity and encouraging children to be active.

"When the goal is healthier lives, being active physically, the NFL has that magic with kids and with adults,"...