Welcome to Hilversum Sportpark!

Paving the way for Hilversum as the Dutch ‘Capital of Sport and Innovation’! 🥇

Soon, the Arenapark in Hilversum will be a sporty and green neighbourhood. Renamed as #Sportpark, this business district will be transformed over the next 10 years into a place where people work, live, learn and play sport. With high quality nature, lots space for physical activity and a big focus on sustainability.


We are building on the Olympic legacy of this place, the incredible Gooise Atletiek Club, the education ecosystem and Nike’s EMEA headquarters. Through the Urban Plan we’re adding new sports facilities, an international primary school, 900 residential units, ample space for (social) entrepreneurs and extensive amenities. And soon, the Sportpark train station will relocate to the heart of this innovation district.


Check out the video below! 👇

Blossity has had the unique opportunity to represent Nike for 4 years as in-house urban strategy advisors on this project. Some of our services included:

– campus vision and development framework
– partnership management with the municipality and other stakeholders
– positioning, place branding and area identity
– contracting.


The Urban Plan will be discussed in city council in the first half of July ’23.

Plan credit 👉 Gemeente Hilversum with Venhoeven CS.

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