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Nike’s new Belgrade basketball court designed for upcycling

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Nike’s new Belgrade basketball court designed for upcycling

Creative agency Accept & Proceed designed a new basketball court for Nike using 20,000 recycled sneakers in New Belgrade, Serbia. Inspired by the ‘Move to Zero’ philosophy, the design includes the field, a children’s play area, bleacher benches, a chain link fence, an outdoor gym, collection bins, the presence of the countryside in store and restoration of existing elements. The renewal aims to revitalize the local neighborhood while providing a space for games and sports for children and adults.

© Rastko Šurdić© Rastko Šurdić© Rastko Šurdić© Rastko Šurdić+ 8

© Rastko Šurdić
© Rastko Šurdić

As the team notes, in the playground, the existing fitness equipment and park furniture provided by the municipality are fully restored and receive the same range as the field. The graphic elements on the surface of the ground are marked with bright danger bands to delimit the various play and gym activities. At the same time, a network of common areas is formed so that children and adults of all ages can engage in sport and with each other.

© Rastko Šurdić
© Rastko Šurdić

Matthew Jones, Creative Director, Accept & Proceed, explained, “It’s no understatement that helping the world’s best sports brand with their sustainability initiative makes me extremely proud of the work we do at Accept. & Proceed. Our visual identity for Nike’s The Move to Zero brand came to life within the design of our courts and playgrounds in New Belgrade and I feel incredibly inspired to know that design, community and responsibility to our planet were all in integral part of this project. the connections between Nike and local communities show a new way forward, especially for the role of designers – a seed from the seeds for an active future and a better future. “

© Rastko Šurdić
© Rastko Šurdić

Located in New Belgrade, Block 70 was chosen for the neighborhood’s deep history with basketball. Nigel Cottier, Senior Designer of Accept & Proceed, said: “With Nike Belgrade, we evolved the visual language we had developed for Nike’s Move to Zero identity by incorporating bespoke Serbian letters into the markings. Of the field to celebrate the local community of New Belgrade. We had an interesting exercise that challenged our thinking about spaces for sport: what if we break down the essential ingredients of a basketball court and reinvent the traditional pitch layout? How do we create a fun and unexpected space, while still maintaining readability and playability? It was fascinating to find the different lettering elements that can inform another function, like a free throw line or half court, and even more exciting to think that the design will not only inform the movements of the players, but influence. the spirit and energy of the Block 70 community.

© Rastko Šurdić
© Rastko Šurdić

Block 70 was partially created from 20,000 old sneakers donated by the local community. By reusing shoes destined for landfills, Nike’s sustainability initiative aims to turn manufacturing waste and end-of-life shoes into recycled materials. A&P developed the graphics and message for the six month campaign.