Play Now Play New

Brand Experience & Retail

Strategy / Creative & Design / Production

“Play New,’ celebrates that notion of getting back to the joy of discovering and trying something for the first time — the joy of letting loose a little bit.” Melanie Auguste, VP of global brand marketing.

In a world where impulsive, free form play continues to decline, Nike’s Play New campaign aims to bring back the positive recklessness of sport. For Nike EMEA we overran a corner of the Dubai Mall with a colourful fun explosion, especially for kids. We designed a giant playground and adventure trail around the store eventually leading to the Play Cube- 3 games that encouraged 3 modes of play- precision, goals and rhythm. No rules, no competition, no product being pushed: just a designated play space for each kid to interact with however they like.

From initial concepts through to beautifully executed production, in-store consumer journey through to rewards and online aftercare, HATTER managed every step of this joyful project. With an average of 8,000 visitors to the activation per day, we smashed every record the Dubai store held.

Your Play, Your Rules