Key features

• Over 50 different deliverables launched on same day
• Blended niche, bespoke installations with mass rollout
• Differentiation by account
• Referenced by other brands as exemplary retail campaign

The relaunch of Nike Sportswear represented the re-imagination of classic sports apparel into the streetwear of a new generation. We were brought in to create and deliver the UK launch campaign for retail.

We developed and delivered the campaign across all elements – from initial consultancy on the concept ‘Designed for sport, remixed for life’ through to artist collaborations, photography, a host of bespoke installations and a suite of launch related literature.

For the pinnacle execution we designed and produced a statement neon window display at flagship store NikeTown. We also created and produced a giant pixel monster installation in Selfridges.

Neon went on to become one of the key materials used in Nike Sportswear displays across the UK. The campaign was hailed globally as a benchmark for Nike.