Niketown London’s PLAYlab involves children in experimental games

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Nike’s latest London installation allows children to take part in experimental games, including suggestions for imaginative games.

Its Oxford Circus Niketown pop-up called Nike’s PLAYlab features sporty visuals, flags, posters, uniforms and ideas stations.

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.

By challenging kids to show us how they Play New, we hope to encourage a new generation of innovators to think outside the box, play their way and share their ideas with others. A few lucky kids will have their submissions featured in Nike PLAYlab’s YouTube series and some game submissions will also be made for real. All submissions will be added to Nike PLAYlab’s Gallery to serve as inspiration for kids across the globe.

The boundaries between sportswear and fashion have long widened, with sports companies seeking to expand their share of the popular lifestyle sector.

Athleisure remains a stylish aspect as a clothing for real sports and by inspiring the younger generation, Nike can gain brand loyalty from a younger demographic group.

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