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HATTER creates Play Now Dubai for Nike

Creative retail agency HATTER, an Amsterdam based agency, created and produced Play Now Dubai – a family-oriented project in Nike Dubai. From conception to execution, HATTER’s goal with this project was to get kids moving by looking into the connection between sport and play. Nike’s Play Now campaign was given a new dimension in the Middle East through compelling research that outlines the reality that youth in the ME are facing. Limited and dwindling play spaces, limited opportunity and encouragement for free play, a parental generation with the mindset that play is only good in sport and sport is only good if you’re winning, a heavy emphasis on rules and competition.

The Play Now space in the Nike Dubai was created to tackle these challenges and create an inclusive, free, and safe space for play. The space shouted joy and spontaneity from the entrance, leading kids to the play space in the heart of the store. No rules, no competition, no pushed products. Instead, bright space full of enticing shapes and textures to jump on, run through, touch, squeeze and hang off; a designated play space for each kid to interact with however they like.


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The creative set-up featured a front playground, play trails, and the game space, which changed every 10 days. The three games were a “Sideways climb” (climbing wall), Unpredicta-ball (shooting hoops) and a Dancefloor with blaze pods. Every participant received a patch upon completion, and parents received a digital takeaway to encourage the continuation of play at home.


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Creative agency: HATTER

Producers: WeMake

Fabrication: Spectrum