Working with London
Borough of Barking and Dagenham, and London based agency urb-orbis
Nike has transformed a down and out swimming pool into the Disney Land of skateparks. The temporary state of the art facility opened its doors on 16th of May and its unmarked transitions were christened by the tyres of some of the top riders in the BMX world who flew in for the opening jam to form ten teams of 4 riders.
The Pool wasn't just created for these rippers to throw down some mind blowing tricks, it's actually now open to the public until the 12th June with a number of session allocated, including one for girls only, local youth groups and schools. Beginners are also encouraged to drop by and try out this growing sport and receive handy tips from the experienced coaches on hand. Bikes are available to borrow and the disused baby pool has been developed with new riders in mind with mellow transitions and few obstacles.
Nike Action Sports' brand lead Simon Charlesworth stated: 'We wanted to develop something that excites BMX fans in and around the area, creates a surge of interest in the sport and serves the people of Barking and Dagenham. The Pool perfectly encapsulates the youthful energy, creativity and self-expression that characterises not only the world of BMX but also the wider action sports community.'
Nike's entry into into the action sports market has been met with raised eyebrows and resistance
over the years from both riders and brands that have been in the scene from the start - it's easy to see why, but hard to argue with its success at infiltrating this once niche market. There are few shoe brands with the bank account to build an incredible skatepark like this on a temporary basis, ship in 40 of the worlds best riders and then leave it open for public use and encourage the riders of tomorrow - this is all good for the sport and it's great to see the brand give a little back.
The launch has been backed by some 70s-style branded content (see above), and Nike hopes that The Pool will leave a lasting legacy for the sport in the area, and also plans to donate the bikes lent to visitors to local schools and community groups. www.facebook.com/Nike6BMXUK