Intersport asked creative agency HarrimanSteel to help it further grow its successful Play Your Way campaign. Play Innovation was brought on board as the leading play consultant to conceptualise, co-design and build an entirely new product for the campaign. The result was the creation of a multi activity “Cube”, set within a playful, visually-striking 170m2 installation which turned the traditional idea of what a sports arena should look like on its head. Around the Cube, ‘loose’ equipment was added to inspire children and young people to find new ways to play and to introduce them to the Nike (Kids) brand.
The arena ended up going to five cities in three different countries in just three weeks.
Marco Boi, Play Innovation founder, said: “We came up with the Cube idea based on previous ideas and concepts we had been toying with – and Nike loved it.“We knew that, in order to make a memorable experience, we needed to make it fun, visually striking, and agile enough to load into a truck for touring across three countries/five cities in three weeks. “To see the final product was amazing and to receive such amazing feedback from children – across three countries – was the icing on the cake.”
