News & Insights

Working with Nike to deliver ‘Rise of the Kids’ Campaign

6 Dec 2022

Tom Berne

Managing Director (UAE)

As a growing client for the Dubai team, Crowd were appointed as Nike's media partner to secure a mix of in-mall and DOOH ad placements for the launch of their biggest campaign in the region - Rise of the Kids | Sports is Never Done.


This campaign has been created to encourage and express the importance of movement and sports for children. Creating a message that sports should be fun and inclusive with a playful environment, leading away from the traditional rule based sports. The campaign aims to help children re-imagine what they know of sports, encourage creativity and to create valuable life experiences by participating in sports across the MENA region.

The campaign began with the Crowd team carefully curating advertising placements to communicate two of the six key brand statements - Swimming and Ice Skating.

For a period of four weeks, we took over the LED screen assets at Dubai Aquarium and Dubai Ice Rink in The Dubai Mall, as well as a full takeover at Riyadh's Time Square Boulevard in Saudi Arabia.





Nike Skating Rink



Additionally, we designed and launched a microsite that hosted their global 'Rise of the kids' campaign video and allowed users across the UAE and KSA to register and book workshop experiences. The microsite also links to the online Playbook experience, created for the campaign.

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