This spring, UK kids were given the chance to design a Nike shoe and visit the brands US HQ, as Nikes Department of Unimaginable innovation lab visited the UK for the first time.
Kallaways media relations and influencer campaign spread the word on the UK-first taking place at KidZania London. Since 27 March, 3,000 kids flocked to become either a Nike Innovator, Cushioning Engineer or Designer in the pop-up experience, which will reward the inventor of the best idea with a trip to the original Department of Unimaginable in Portland, USA.
We invited pop-duo twins and CBBC influencers Max and Harvey to give their one million followers a glimpse into the creative pop-up. Other inspiring young visitors have included 12-year-old influencer Twinkle, performer in the childrens pop group KidZ Bop, and Callum Daniel, the nine-year-old CEO of robotics education programme ICODEROBOTS.
Responsible for creating the air technology behind Nikes iconic Air Max design, the brands top-secret Department of Unimaginable has been its hub of innovation since 1964. The London event, which ran until 5 May, came a day after the brands annual #AirMaxDay celebration which saw Nike hosting similar Department pop up experiences across key cities in North America.
