Launched earlier this 12 months, Nike’s Play initiative was launched to assist extra individuals uncover the enjoyment of sport, by reframing bodily exercise as a feel-good train for each the thoughts and physique. Within the model’s first ever youngsters targeted marketing campaign, Nike turns its focus to reviving health for the tech-transfixed subsequent gen. With greater than half of younger teenagers dropping out of sport by age 13, its new Play Now expertise hopes to fight this with encouraging youngsters and oldsters to strive unconventional sports activities that carry the thrill again into staying match.
Nike Center East kickstarted the marketing campaign on the Nike Beacon retailer in Dubai Mall in the course of the metropolis’s 4 week health competition. Over the course of the month, Nike welcomed youngsters to its Flex House to discover and participate in a spread of sporting video games tailor-made round its three Sports activities Day Reimagined actions of dance, climbing and Basketball.
Coming off the month-long retail activation, Nike then invited a handful of youngsters to find these sports activities even additional with its three-day Sports activities Day Reimagined occasion. On day one, youngsters may take pleasure in a bouldering expertise at Rock Republic, and on day two, an Afro-dance class with Sara Karrit, completed with a skateboarding taster within the Dubai Hills Skatepark on day three with Kareem Nassar – knowledgeable skateboarder who began his sporting journey as a child.
With a line-up of untamed but non-competitive sporting actions, the occasion noticed youngsters interact in a spread of latest experiences while additionally growing social expertise and self-confidence. A give attention to household actions have been additionally added to the day’s schedule, with the intention of inspiring play throughout the generations and inspiring households to unite in sport.
Watch the video above for an summary of the Nike Sports activities Day Reimagined.