• The initiative aims to shed light on the hidden and long-term benefits of sport 


  • Nike Middle East has launched ‘Sport is Never Done’, a campaign that aims to highlight the lifelong benefits of physical play for kids. The campaign is set to roll out across the region and will feature a series of engaging activities to educate and empower parents, motivate children, and help them unleash their full potential through the power of play. 

    Kicking off “Sport is Never Done” is a 90-second film titled ‘Rise of Kids’ – an imaginative vision of sport through the lens of kids from across the Middle East. The film explores the relationship that kids enjoy with sport and addresses popular parental misconceptions to physical activity. 

Other exciting extensions of the campaign, will include a series of educational and entertaining workshops hosted in Dubai, Abu Dhabi and Riyadh. Inviting parents and kids to get active together, the workshops will highlight the important role parents play in their child’s relationship with sports. 

While movement is for everyone, not all kids share the same tastes and preferences. To tackle this, the Nike Store in the Dubai Mall will play stage to an immersive retail experience available until 1st November. Designed to help kids discover their Play Powers, the experience offers recommendations on the types of plays that may be suitable for every kid.

To sustain this educational and inspirational journey, Nike Middle East will publish a storybook called ‘5 Minutes More’ which invites parents and kids to discover the benefits of sport together by combining interactive storytelling with practical advice on how to ‘plan for play’. The complementary book will be available in hardback* and as a digital eBook across the region from 15 October, 2022 and can be availed through www.nikeneverdone.com.