Nike x LEGODream Hoops

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.

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.