NIKE: PLAY LAB

Creative Strategy

WWith a focus on redefining movement for the next generation, Nike set out to encourage kids to get out and play more while respecting their phygital reality. As a brand rooted in sports, Nike was uniquely positioned to bridge physical activity with digital engagement.

The strategic unlock was expanding their IRL play through shareable hero moments, inspired by the fandom that unites audiences both online and offline. To bring this vision to life, we created a microsite featuring football player Mbappe, drummer Nandi, and dancers Fleur & Maimouna. The microsite offered three different challenges led by our four ambassadors, inspiring children all over the world to move and play.