Nike’s Sports Day Reimagined Brought the Fun Back to Fitness
Hosted at Dubai’s state-of-the-art sporting venues.
Launched earlier this year, Nike’s Play New initiative was introduced to help more people discover the joy of sport, by reframing physical activity as a feel-good exercise for both the mind and body. In the brand’s first ever kids focused campaign, Nike turns its focus to reviving fitness for the tech-transfixed next gen. With more than half of young teens dropping out of sport by age 13, its Play New experience hopes to combat this by encouraging kids and parents to try unconventional sports that bring the excitement back into staying fit.
Nike Middle East kickstarted the campaign at the Nike Beacon store in Dubai Mall during the city’s four week fitness festival. Over the course of the month, Nike welcomed kids to its redesigned Flex Space to explore and take part in a range of sporting games tailored around its three Sports Day Reimagined activities of dance, climbing and Basketball.
Coming off the month-long retail activation, Nike then invited a handful of kids to discover these sports even further with its three-day Sports Day Reimagined event. On day one, kids could enjoy a bouldering experience at Rock Republic, and on day two, an Afro-dance class with Sara Karrit, finished with a skateboarding taster in the Dubai Hills Skatepark on day three with Kareem Nassar – a professional skateboarder who started his sporting journey as a kid.
With a line-up of wild yet non-competitive sporting activities, the event saw kids engage in a range of new experiences whilst also developing social skills and self-confidence. A focus on family activities were also added to the day’s schedule, with the intention of inspiring play across the generations and encouraging families to unite in sport.
Watch the video above for an overview of the Nike Sports Day Reimagined.
