When the Olympics came to East London, all kinds of properties were changing hands or being demolished - and not always to the benefit of the local community.

One of these was an old swimming pool in Dagenham. Nike took it over, drained it, and built a world-class custom BMX park, inspired by backyard bowls.

We consulted with them on the name of the space and its launch. We helped programme events and sessions, including beginners' workshops and slots reserved for local schools - all with free access, bikes, pads and supervision.

Thousands of kids came down: many local, some from further afield. Because the spot was so popular, we built a booking system so riders could make sure they got a space. We also captured content at key events and oversaw the edit of Nike’s wrap film. 

Credits

Agency: AKQA

Creative Director: Andrew Tuffs

Associate Creative Director: Simon Schmitt

Senior Copywriter: Guy Bingley

Art Director: Hugo Gomes

Designer: Dinushi Perera

Photography: Nick Bastian