Nike challenged traditional views around kids participating in sport in a Middle East regional campaign called ‘Rise Of The Kids’ which encourages parents to think differently about the benefits of being active.
The campaign, developed in harness with agency Wieden + Kennedy Amsterdam and helmed by Director Alaska via Iconoclast, is spearheaded by a commercial and backed by an immersive retail experience and storybook
The hero ad features a series of children engaged in various sports and responding to their parents’ views. It features a young girl playing football stating “I’m just wasting my time”, an youthful ice skater declaring “I’ve got my head in the clouds,” a boy playing golf saying “This better not affect my grades”, alongside lines about getting too sweaty, too cold, or just hanging out with the wrong crowd.
The spot closes in spectacular fashion as a teenage sand-surfer speeds through the desert and then bursts into a conference room as her surprised parents watch on TV as she states “This won’t get me anywhere. But what if it does?”
Nike itself adds: “It’s Never Just Sports It’s self-expression. Confidence. An endless opportunity for a kid to discover what they’re really capable of. Sport is never done.”
‘Rise of the Kids: Sport Is Never Done’ dropped on-air and online from 30 September and rolled out across the region through October.
The hero spot is backed across the region by out-of-home posters featuring the young stars of the video, while there is also an immersive retail experience in the Nike Store in the Dubai Mall.
The brand also created a free storybook that invites parents and kids to discover the benefits of sport together by combining interactive storytelling with practical advice on how to “plan for play’.” This was distributed in communities across the Middle East, and it will be available to download as an eBook.
The campaign is further supported a set of resources specifically designed to educate parents, motivate children and to help families in the Middle East to move better for physical and mental health benefits.
Comment
This is a fairly punchy campaign from the US sportswear behemoth and follows on from previous Middle East initiatives from fierce rival adidas such as ‘I Am Possible 1’, ‘I Am Possible 2‘ and ‘Beyond The Surface’, and dovetails with other Nike ‘next generation break the mold’ projects in other regions such as ‘The Trove’ in China and ‘Inclusive Playground’ in Korea.
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