Nike’s viral ‘Rise of Kids’ film takes over Riyadh Boulevard

• ‘Rise of Kids’ film was first revealed upon the Launch of Sport is Never Done campaign
• Just over a week following its launch, the video has received more than 16.7 million views

Nike Middle East launched its ‘Sport is Never Done’ campaign, in Saudi Arabia, which aims to highlight the lifelong benefits of physical play for kids. As part of the launch, Nike took over Riyadh Boulevard to screen an exclusive viewing of the ‘Rise of Kids’ film for hundreds of residents and visitors in the area. 

 

“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. Since launch on 29th September the film has been watch over 21 million times, a new record for the brand and resonated with the Middle Eastern audience, which was reflected in their high engagement.

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

 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 October 25 and will be available through www.nikeneverdone.com.