70% of kids drop out of sport by the time they are 13. Only 1 in 10 kids say sport is fun. With the focus on performance and perfection, kids see sport as too competitive and are missing out on all the benefits, beauty and power of play.

Nike PLAYlist was created to keep sport fun and inclusive for kids. Because sport is bigger than winning and competition. You don’t need organized leagues, fancy jerseys, expensive equipment, dedicated arenas or strict rules. All you need is some energy, creativity, and your body to experience all that sport has to offer. We put the power of play in the kids hands, giving them the tools and space to get creative, ask questions and, above all else, have fun.

Nike PLAYlist was created for kids aged 8-12, who according to a survey by Common Sense Media spend on average 4 hours and 44 minutes on screen media each day. So we made sport as fun as the devices kids are fused to by fusing sports to their devices, meanwhile turning a passive viewing experience into an active demonstration of all that sport is meant to be.

Nike PLAYlist began as an episodic YouTube series and is now in its sixth season. We created 55, 3-6 minute episodes geared towards a global kids audience with a focus on getting them moving in a fun, pressure-free way. The experience extended to TikTok, where dozens of elite athletes challenged kids to show off their skills and creativity for #TheReplay where PLAYlist content earned 10+ billion views.

In conjunction with NBA All-Star week, we produced a 30-minute Live episode marking Nike’s first-ever scripted live programming, where kids and athletes got together to play games and learn from each other in front of a studio audience.

To make sure kids could easily revisit their favorite games and activities from all 6 seasons, we built a dedicated campaign webpage to catalogue the fun.

69M Total Views on YT; 9B Total Views on TikTok; 2.56M Total Hours Watched; First live scripted Nike programming of its kind; 2:14 Average View Duration.