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Nike Play Lab

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THE CHALLENGE

Nike was looking to create a large-scale, interactive experience within the premium Main Atrium space at Westfield London in the busy run-up to Christmas, specifically aimed at children aged 6+ – bringing to life sports invented by kids, for kids.

THE EXECUTION

A multi-event activation was conceived, comprising 5 activities, including the ‘Turbo Sock Dodge’ and ‘Dancing Rainbows’. An array of zones gave kids the chance to get active, trying new sports that kids had dreamed up, brought to life for them to play. A gallery area displayed a range of kids concept sports and an invention zone allowed kids to submit their own new sport ideas there and then and become an ‘Official’ Nike Sports Creator.

THE OUTCOME

Thousands of happy children passed through the experience, were given fun participation wristbands and spread the word to friends to come and join in the fun!


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