PLAY NOW

En 2021, Nike launched an experiential platform : PLAY NOW. The concept ? Imagine an event where Generation Z and Alpha youth embrace sports, reappropriate the codes of running and, above all, imagine their future.

Evzer like a dreamcatcher.

Client : Nike Paris
Expertise : Event Production / Logistic / Sport Experience & Management / Creative Concept / Content Production
Photography : Thomas Fliche

PLAY NOW

Alongside Kenyan athlete and long-distance running legend Eliud Kipchoge, we're building the race of tomorrow with an extraordinary scenography: treading clouds, discovering a galaxy, slaloming through sand. For this race, kids's dreams come to life.

Running above the clouds.

What's your dream? To run on water? In the clouds? In the sand? In space? For over 200 young people, Evzer has created a dream race: theirs. An XXL event to (re)inspire all kids to put on their sneakers and run - anywhere. The only limit? None. We make dreams come true.

TO CREATE THE RACE OF TOMORROW.

To organize a race like never before, we plan for weeks in advance. No fear. Evzer imagines sporting events, including the craziest and most daring ones. Here's how it goes :

First, we talk to the youth.

To create a race by and for kids aged 8 to 16, we go out and meet them: “How do you imagine the race of tomorrow?” Each conversation nourishes us and expands our vision of what's possible. In the end, we select the most inclusive, wild, passionate, and fabulous ideas - and bring them to life.

Then we define the concept.

At the beginning, the whole concept of the PLAY NOW experience has to be invented. We make our decision: to create the relay race of tomorrow, by analyzing what is possible (or not) to achieve. We set up the recruitment plan for participants, select an emblematic venue to make people dream... It's decided: see you at the Parc des Princes.

Then we invite the legend Eliud Kipchoge.

Eliud Kipchoge ? A living legend in sports. He embodies everything we aspire to achieve: performance, humanity, generosity, sharing, and self-improvement. With Eliud, PLAY NOW adds another string to its bow. We define the athlete's role, come up with a name for the race he oversees (RUN NOW), and ensure the logistics and safety for everyone, at all times.

Finally, we commit.

With Eliud, we wanted to add meaning and commitment. A race that celebrates a heritage, cares about the present, but above all, prepares for the future. For every lap run, a tree is replanted in the Paris region. Running for a cause is even more powerful.

And we've been doing it ever since.

For every project, we strive to bring the wildest dreams to life by creating ever more intense sports events. That's our purpose. Evzer makes the impossible happen.

And you, what dream are you chasing?