Nike x LEGO
Dream Hoops
Transforming the retail space into a creative playground.
Where sport meets play.
To put play back into sport for a new generation of active creators, Nike and LEGO partnered with AKQA to design and build Dream Hoops. We transformed the traditional retail space at Kids Foot Locker into a creative playground, creating an interactive experience that allows children to co-create the very rules of the game.
Insight
Reclaiming the joy of the game.
By the age of thirteen, 70 per cent of children drop out of organised sport as the pressure to win replaces the freedom of play. To put play back into sport, Nike and LEGO unveil Dream Hoops inside Kids Foot Locker, where the worlds of retail and play collide.
Idea
Reimagining sport brick by brick.
Inspired by the wild imaginations of children, Dream Hoops reimagines the basketball hoop as a cloud, a ball of fire or a UFO, each built from over 24,000 LEGO bricks. These large-scale structures transform the Kids Foot Locker environment, turning the store from a place to shop into a live playground.
An interactive system rewrites the rulebook, allowing children to use in-store tablets to design and play by their own rules. Physical activity and digital creativity combine, giving a new generation the power to turn every shot into a story.
Impact
A new pathway for growth.
The project provides a space for this behaviour to thrive. By placing LEGO in a sports store for the first time, it creates a new type of retail experience rooted in play and imagination. The success of this approach is clear: across four Kids Foot Locker locations, children created 522 new rules for play, unlocking a powerful new avenue for self-expression and brand interaction.
