Niketown London’s PLAYlab encourages children to get involved with experiential sports, including suggestions for imaginary games.
The PLAYlab is a pop-up in the brand’s Oxford Circus Niketown and it features sports, flags, posters, uniforms and a submission station for ideas.
In a statement, Nike said: “With eyes full of enthusiasm, kids see the world as an endless playground of possibilities ready to be explored. 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. The Nike PLAYlab is our long-term commitment to kids, as they help inspire new sports, athletes, experiences and so much more.”
The move comes as the line between sportswear and fashion continue to be blurred, with sporting goods companies looking to increase their share in the lucrative lifestyle sector. The opening and implementation of the PLAYlab experience could be a clever way that Nike is instilling brand loyalty from a young demographic.
