Encourage Dubai kids and their parents to see the opportunities and life skills developed through sport.

We turned Nike's Middle-Eastern flagship store into a playground with a difference, building on the success of our 2021 "Play Now, Play New" project. Kids designed their own avatars and played with them in a skills-based computer game where their final scores correlated to a Play Power: pioneer, inventor, adventurer, energiser, or trailblazer. Meanwhile, games such as "Hang in There" taught resilience, "Spin the Wheel" coached confidence, and leaping in "How High" roused courage. This project took us a step closer in changing the narrative that academia is the only route to success, helping to prove the Nike campaign ethos, "It's never just sport."

We successfully introduced kids and parents to the valuable life skills developed through play. Our transformation of a retail space into an engaging, interactive experience for children emphasised the importance of play. This project reinforced Nike's commitment to the power of sports and play, going beyond the focus on athletic performance alone.