Nike unveiled a revamped basketball court and playground designed by Accept & Proceed. A&P were selected for the park design, having previously collaborated with Nike’s Global brand team to generate a cohesive and expressive system for ‘Move to Zero’—Nike’s move towards a zero carbon and zero waste future, to protect the future of sport.
A&P’s scope of work includes the court design, children’s playground, bleacher benches, chain link fence, outdoor gym, collection bins, in-store campaign presence and restoration of existing elements. The renewal, celebrated together with the city of Belgrade and distribution partner Sport Time Balkans, aims to re-energise the local neighbourhood and provide a space for play and for sport among kids and adults alike.
Blok 70 was partially created from up to 20,000 old sneakers donated by the local community. By repurposing shoes headed for landfills, Nike’s sustainability initiative helps transform manufacturing scrap and end-of-life shoes into recycled materials.
A&P developed the graphic elements and messaging for the six-month campaign used to promote this initiative on Instagram, on the streets and in-stores throughout Central Belgrade.
Photography Rastko Šurdić