play through basketball. We Play DXB has a rather expansive mission: to empower the city’s budding youth to play sports. The campaign features 15 basketball athletes of all different ages and background from across the globe who have made the UAE their home and found unity through their shared love for the game of basketball.
Celebrating the thriving basketball scene in the region and drawing inspiration from passionate, young everyday athletes who found community in basketball, the second version of We Play DXB was lensed in multiple parts of the city, including basketball courts dotted across Dubai in JLT, Al Satwa and Gems.
In conjunction with the launch of the campaign, and in partnership with Dubai Multi Commodities Center (DMCC), We Play DXB celebrates the basketball community with a takeover of the court in Jumeirah Lake Towers (JLT) with a new art mural dedicated to the game and Dubai’s thriving basketball community. The court launched this weekend with a tournament hosted in partnership with DMCC and retail partner Concepts, and will continue serve as a hub for basketball enthusiasts through hosting a number of community-led activations.
Extending the celebrations into Dubai Mall, the Nike Dubai Mall will be offering exclusive customization workshops throughout December 1-5.