Nike’s WE PLAY DXB is back on court!
November 26, 2019

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.

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:
Read More