Nike - Play New

ASK

Get more UAE kids and parents moving by changing the perception of sport as part of Nike’s global Play New campaign.

ANSWER

We set kids’ imaginations free through the creation of a multisensory adventure in Nike’s Dubai flagship, culminating in an event space that redefined traditional games and sports. We used a kid-focused design language that broke traditional retail restrictions, giving kids freedom to explore the space on their own terms. The design was curated to foster a sense of community rather than competition, without any direct product focus, gently educating caregivers on the positive benefits of movement.

WHY IT MATTERED

WHAT WE DID

Strategy & Insights / Concept & Design / Production & Run of Show