Nike’s ‘We Play DXB’ campaign is all about empowering a new generation of athletes

November 22, 2018

Nike have announced their latest campaign in the Middle East – ‘We Play DXB’. The campaign draws inspiration from the diverse and eclectic mix of the city’s youth and champions aspiring local athletes to strengthen the city’s sporting culture.

‘We Play DXB’ reveals the athletic energy found throughout the city with first-hand stories told by  everyday athletes representing different parts and cultures of the world but all have made Dubai their home. These personal stories demonstrate the importance of daily movement and the community of sport seen in the city. No matter their place of play – in the streets of Karama, Warehouses in Al Quoz, upcoming neighborhoods – to the tracks, courts and parks across Dubai: for these young athletes, home is where sport is.

With a core belief in the power of sport to unleash human potential and build communities, the campaign brings together a powerful tribe of 12 remarkable athletes including Farah Ahmed – a contortionist; talented basketball player and gifted freelance filmmaker Akira Kyle; Mariam Alhamad – a Bahraini runner; Keetu Prem – an Indian runner; Nigerian footballers Mira and Aisha Zailani; Mo Mansour – a half-Russian, half-Egyptian skateboarder; Mustafa Khalaf – a Syrian footballer; half-Emirati, half-American football twin duo Noor and Dana Patterson; Thaoban Adesiyan – a rising basketball player; and Widad Hassan, a Sudanese runner.

Further encouraging the city to find their way to play with ‘We Play DXB’, Nike in partnership with its local distributor Sun and Sands Sports, will soon be opening ‘Nike Dubai’, the region’s largest Nike store in The Dubai Mall.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: