Jesse James
Nike continues to expand on its “Move to Zero” movement. The company has incorporated various mediums, teaming up with the creative agency Accept & Proceed to create a new recreational park. The new part will be located in New Belgrade, Serbia, created using 20,000 upcycled sneakers. The duo reunited following a collaboration with Nike’s Global brand team, constructing a system for the zero carbon and zero waste future movement.
The space will feature a basketball court and playground located in an area dubbed Block 70, now affectionately known as “BLOK 70.” The space is known for its roots with the basketball community. Along with partner Sport Time Balkans, the city of Belgrade is looking to reinvent turf for both kids and adults. The previous park and structures have been fully refurbished thanks to old sneakers donated by the local community.
The space features bold color schemes, graphic details, and information that offers awareness of the effects of climate change. The recreational area also features new bleacher benches, chain link fence, outdoor gym, collection bins, in-store campaign presence, and restoration of existing elements, all overseen by Accept & Proceed.
Matthew Jones, Creative Director of Accept & Proceed, stated: “It’s no understatement that helping the world’s best sports brand with its sustainability initiative makes me feel immensely proud of the work we’re doing at Accept & Proceed.”
He went further to add, “Our visual identity for Nike’s Move to Zero brand came to life within our court, and playground design in New Belgrade, and I feel incredibly inspired to know that design, community, and responsibility towards our planet were all integral elements in this project. Moreover, to witness and be part of the meaningful connections between Nike and local communities shows a new way forward, especially for the role of designers—a sowing of the seeds for an active future and better tomorrow.”
Check out “BLOK 70” in the images and head over to Nike to find out more. In the meantime, keep it locked with The Culture Curators for more from the intersection of lifestyle and sports.
Photos via Rastko Surdic
