NIKE: PLAY LAB

Creative Strategy
Nike set out to redefine movement for the next generation, encouraging kids to play more without denying their phygital reality.

We built the strategy around a simple unlock: expand real-world play by making it shareable. Drawing on fandom culture, we turned physical activity into hero moments that could travel seamlessly between offline and online worlds.

The idea came to life through a microsite led by Kylian Mbappé, Nandi, and dancers Fleur & Maimouna. Three challenges invited kids around the world to move, play, and participate on their own terms.