Access to organized sport and opportunities for youth to play is critical in Chicago’s most underserved neighborhoods. Nike’s Just Do It HQ at The Church celebrated the power of sport to bring the city together by building stronger communities. And helped introduce how the power of sport can be that catalyst for change and provide a safe haven for Chicago’s youth.

In 1988, Nike inspired a revolution in sport participation. That inspiration came from a series of advertisements tagged with three simple words: Just Do It. Since then, the phrase has become Nike’s guiding philosophy for innovative product, memorable athletic experiences, and industry-defining services. To mark the 30th anniversary of this campaign, Nike created a series of physical spaces and experiences across the United States that enabled new generations of athletes to enter that chase for greatness, including one built for the basketball community in Chicago.

In partnership with the community, Nike Chicago transformed the vacant Church of Epiphany in Chicago’s West Loop neighborhood into a cultural hub for basketball, inspiration, and the ultimate summer training program to help Chicago’s youth chase their dreams.

Basketball’s profound impact on the city of Chicago peaked during the 90’s with Michael Jordan’s legendary Bulls, giving the region’s youth a shared sense of community and hope, and encouraging more participation in basketball.

But in recent years, access to organized sport has waned, which has led to a significant drop in basketball participation among inner-city youth (middle school and high school basketball players), who fear for their safety. And when kids don’t feel safe to play, public trust is breached, communities are ruptured, and hope can be irreparably damaged. It’s bigger than basketball.

Nike’s Just Do It HQ at The Church offered beautiful design and high-end amenities, including a full-length court, lockers, weight & trainers’ room, and free Nike gear. It honored the existing structural elements yet amplified them through modern and sports-centric materials, creating an aspirational training ground. The space borrowed from the existing 19th century architecture and color palette to give it an elevated aesthetic, while keeping basketball functionality at its core.

Open four weeks, Nike worked with youth from the city to provide training for young athletes, interactive workshops, access to Chicago sports legends from the NBA, WNBA, and NCAA, and skills clinics designed to help Chicagoland athletes chase their dreams—both on and off the court.

In one month of summer programming:

• Over 2000 kids from 67 schools attended

• More than 60 media articles, generating over 125M earned media impressions (broadcast, print and online)

• Over 50 media/influencers hosted at JDI HQ at The Church for tours, weekly hoop runs, etc.

• 10 Nike athletes, including Scottie Pippen, Jabari Parker, Lauri Markkennan, Diamond DeShields, Allie Quigley, Courtney Vandersloot, and others

Basketball’s profound impact on the city of Chicago peaked during the 90’s with Michael Jordan’s legendary Bulls, giving the region’s youth a shared sense of community and hope, and encouraging more participation in basketball.

But in recent years, access to organized sport has waned, which has led to a significant drop in basketball participation among inner-city youth (middle school and high school basketball players), who fear for their safety. And when kids don’t feel safe to play, public trust is breached, communities are ruptured, and hope can be irreparably damaged. Nike wanted to help bring the city together and show how the power of sport can be the catalyst for change and provide a safe haven for Chicago's youth.