Launched earlier this year, Nike’s Play initiative was introduced to help more people discover the joy of sport, reframing physical activity as a wellness exercise for mind and body. In the brand’s first-ever kid-focused campaign, Nike focuses on next generation fitness pierced by technology. With more than half of young teens dropping out of sports by the age of 13, its new Play Now experience hopes to combat that by encouraging kids and parents to try unconventional sports that bring back the excitement to stay in. form.
Nike Middle East launched the campaign at the Nike Beacon store in dubai mall during the city’s four-week fitness festival. During the month, Nike welcomed children into its Flex Space to explore and participate in a range of adapted sports games around its three Sports Day Reimagined activities of dancing, climbing and basketball.
Following the month-long retail activation, Nike then invited a handful of kids to experience these sports even more with its three-day Sports Day Reimagined event. On the first day, the children were able to enjoy a bouldering experience at Rock Republic, and on the second day, an Afro dance class with Sara Karritfinished with a taste of skateboarding at Dubai Hills Skatepark on day three with Kareem Nassar – a pro skateboarder who started his sporting journey as a kid.
With a range of wild but non-competitive sporting activities, the event saw children engage in a range of new experiences while developing their social skills and confidence. A focus on family activities was also added to the day’s schedule, with the intention of inspiring play across generations and encouraging families to unite in sport.
Watch the video above for a preview of the Nike Sports Day Reimagined.