Nike Kids PLAYlist

Nike Kids PLAYlist – NBA All-Star Weekend, Chicago 2020
During NBA All-Star Weekend 2020, we brought Nike’s popular YouTube series “The PLAYlist” off screen and into the streets of Chicago, creating a fully immersive, kid-centric, three-day event that celebrated sport, creativity, and play.

As Director, I led the design, fabrication, and installation of all physical activations across the event — transforming ordinary space into discovery playgrounds where kids could interact with PLAYlist-inspired challenges, installations, environments, and games. From custom build zones to interactive installations, props, and content-driven visuals, we crafted a cohesive, experiential brand journey rooted in Nike’s mission to inspire young athletes.

I managed a diverse set of partners — internal Nike Kids teams, external agencies, fabrication vendors, event ops — navigating site logistics, safety, timelines, and balancing creative ambition with operational constraints. This included collaborating with community partners (e.g., the Boys & Girls Clubs of Chicago) to ensure local engagement and lasting impact.

The event drew 3500 attendees/kids, creating thousands of moments of play, delight, and brand connection. It amplified the PLAYlist channel, engaging local communities during one of basketball’s biggest weekends, and left behind not just memories, but a stronger alignment between Nike Kids and youth culture in Chicago.

Working for Nike Kids I directed the fabrication and installation of this three day event.

Concept from Rumor Has It Agency, photography and video by Jeremy Fenske