London – With traditional competitive sports unappealing for some children, Nike is responding with an experiential installation that encourages a more creative approach to physical activity. Housed at its Oxford Circus flagship store, the PLAYlab pop-up features a submissions station where children can share ideas for alternative sports and games. A selection will be featured on Nike PLAYlab’s YouTube series, while some ideas will be made into real events.
Through this initiative, Nike recognises the importance of engaging young people in more creative and diverse activities, inviting them to think outside the box when it comes to sport. ‘With eyes full of enthusiasm, kids see the world as an endless playground of possibilities ready to be explored,’ said a Nike statement. ‘To empower them in sharing their vision, we set up the Nike PLAYlab – a safe space where we give kids the resources to make their ideas come true.’
Through this phygital concept, Nike shows how Play-tail strategies can entice young audiences both in-store and online as part of their customer journey or to make community connections.
Take cues from this concept and employ playful strategies that appeal to children in store and in digital spaces. Why not partner with a games developer to create an online journey that complements your bricks-and-mortar retail space?