Gently educate parents on the physical and mental benefits of sport – without pushing any products.
We went wild with this brief and Nike, to its eternal credit, agreed with all of our outrageous ideas – the biggest being not to push or hero any products at all.
Instead, we focused entirely on the educational and bonding aspects of the idea, turning Nike’s store in the Dubai Mall into a giant playground. Lily pads, foam rollers, hopscotch, running games and play trails moved the kids through the store in an energetic way, while three mega-games were hosted in the FLEX space over a 30-day period.
We succeeded in gently educating parents on the countless benefits of sport – without preaching and without pushing any products.
We went wild with this brief and Nike, to its eternal credit, agreed with all of our outrageous ideas.
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.
