Following the success of its first “We Play DXB” campaign, Nike has unveiled the second edition, aimed at the Dubai basketball community.

We Play DXB, which has a mission to empower the city’s budding youth to play sports, features 15 Dubai basketball athletes of all different ages and background from across the globe who have made the UAE their home and found unity through their shared love for the game. 

The Dubai basketball campaign celebrates the thriving scene in the region and draws inspiration from passionate, young everyday athletes who found community in the sport.

It was filmed in multiple parts of the city, including courts dotted across Dubai in JLT, Al Satwa and Gems.

In conjunction with the launch of the campaign, and in partnership with Dubai Multi Commodities Center (DMCC), Nike’s We Play DXB celebrates the Dubai basketball community with a takeover of the court in Jumeirah Lake Towers (JLT) with a new art mural dedicated to the game.

The court launched this weekend with a tournament hosted in partnership with DMCC and retail partner Concepts and will continue serve as a hub for basketball enthusiasts through hosting a number of community-led activations.