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Nike x LEGO: Dream Hoops Redefines Retail Play

Agency
AKQA
Brand
Nike
Platforms
None
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Nike and LEGO partnered with AKQA to transform Kids Foot Locker into a creative playground with Dream Hoops, a interactive experience where children co-create game rules using over 24,000 LEGO bricks. The project reimagines sports retail by blending physical activity with digital creativity, offering a new pathway for self-expression. Across four locations, children created 522 new play rules, proving the power of play to engage and inspire. The success of this approach highlights how brands can leverage retail spaces to foster creativity and innovation.

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Added to Agency Inside: March 23, 2026

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