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Nike’s first UK innovation lab arrives at KidZania

10 May 2019

This spring, UK kids were given the chance to design a Nike shoe and visit the brand’s US HQ, as Nike’s ‘Department of Unimaginable’ innovation lab visited the UK for the first time.

Kallaway’s media relations and influencer campaign spread the word on the UK-first taking place at KidZania London. Since 27 March, 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 children’s pop group KidZ Bop, and Callum Daniel, the nine-year-old CEO of robotics education programme ICODEROBOTS.

Responsible for creating the air technology behind Nike’s iconic Air Max design, the brand’s 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 brand’s annual #AirMaxDay celebration which saw Nike hosting similar Department pop up experiences across key cities in North America.