Nike Move to Zero Block 70
Accept & Proceed• Date added
• Date added
Block 70 is a parks and recreation area located in New Belgrade comprising a basketball court and a playground. Its recent renewal was celebrated in collaboration with the city of Belgrade and its distribution partner Sport Time Balkans, with an aim to re-energise the local neighbourhood while providing a space for play and sports among kids and adults alike.
London-based creative agency Accept & Proceed was selected to design the park, having previously collaborated with Nike's Global brand team to generate a cohesive and expressive system for 'Move to Zero' – Nike's move towards its zero-carbon and zero-waste goals – to protect the future of sport. The project included designing the basketball court, children's playground, bleacher benches, chain link fence, outdoor gym, collection bins, in-store campaign presence, and restoration of existing elements.
Client
Nike
Year
2021
Team
Harry Wakefield
Marco Raciti
Matthew Jones
Block 70 was partially built with the help of Nike's sustainability initiative, with up to 20,000 old sneakers donated by the local community being repurposed to aid in its construction. The initiative transformed manufacturing scrap and end-of-life shoes into recycled materials that were integrated into the park's design. Accept & Proceed developed the graphic elements and messaging for the six-month campaign, which were used to promote this initiative on Instagram, on the streets and in-stores throughout Central Belgrade.
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