NIKE DUBAI: WE PLAY DXB

Photographer João Canziani worked with Nike’s creative team and PF Production to craft the We Play DxB campaign to coincide with the launch for Nike’s flagship store in Dubai, the largest in the Middle East. The campaign is a series of images of 12 incredible up-and-coming athletes who have made the UAE their residence in the recent years. Styled by Cheb Moha, these athletes are photographed in different neighborhoods of the city from Satwa Park to Al Mankhool. “[The campaign] reveals the athletic energy found throughout the city with first-hand stories told by everyday athletes representing different parts and cultures of the world but all have made Dubai their home. No matter their place of play – in the streets of Karama, Warehouses in Al Quoz, upcoming neighbourhoods – to the tracks, courts and parks across Dubai: for these young athletes, home is where sport is.”