At this year’s VidCon, convention partner Nike — along with digital talent network and entertainment studio Collab — gave dozens of young attendees the chance to hang out and get active with notable creators like Liza Koshy as well as top athletes like Olympic gymnast Gabby Douglas.
The athletic wear company teamed with VidCon this year to put on the Nike Sport Court, a dedicated space where attendees and pros (both creators and athletes) came together for skateboarding, soccer, and basketball drills. Creators joining Koshy (17 million subscribers) included David Dobrik (13.1 million), Guava Juice (14 million), Sam Golbach and Colby Brock (3.2 million), MightyDuck (1.6 million), Jayden Bartels (693K), and Skunky (439K), while athletes joining Douglas included 2019 NBA MVP Giannis Antetokounmpo, skateboarder Dashawn Jordan, and Club America soccer players Viviana Michel and Jorge Sanchez.
Ashlie Daubert, Collab’s director of branded content, tells Tubefilter Nike and Collab have a longstanding partnership to “build programs with creators that encourage young people to participate in sports.”
“Our experience with the creator community and, in particular, VidCon, allowed us to help Nike identify creators with a connection to sport,” she adds. “We were so excited to work with Nike to leverage creators to inspire kids to play and get active.”
As you can see from the below photos of the event, participating creators did indeed have a connection with sports. They — and their pro athlete counterparts — hopped right on the court with young fans.
Liza Koshy gets in some face time.
Gabby Douglas squares up with a fan.
Dashawn Jordan hits the boards with a group of attendees.
David Dobrik poses with his legion of basketball protégés.
Also during the event, Nike announced its upcoming YouTube series The Nike Playlist, which, similar to Sport Court, will pair up kids and pro athletes — which so far includes NFL running back Todd Gurley, U.S. women’s soccer team wingback Crystal Dunn, and gymnast Laurie Hernandez — for episodes full of sports-related adventures. Nike is also planning to work in interactive elements, where viewers can join in via video app TikTok.
Both the Nike Sport Court and The Nike Playlist serve as a kickoff for the company’s new campaign, Sport Changes Everything, which encourages kids to head outside and make sports a daily habit.
“Nike believes that Sport Changes Everything, and has the power to push ourselves, our communities, and our world forward,” the company says. “The Sport Changes Everything campaign spotlights everyday athletes who have overcome adversity and achieved beyond what was otherwise thought possible by committing themselves to leading an active lifestyle and believing in the power of sport.”
The Nike Playlist is set to debut later this month on Nike’s YouTube channel (one million subscribers). You can see a trailer below:
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