Celebrate Nike’s 50th anniversary by spotlighting how past innovations can inspire future ingenuity.
The Nike ’22 anthem ‘Never Done’ inspired our epic celebration of the brand’s 50th anniversary in the Dubai Mall. We spotlighted some of the brand’s key historical stories – for example, by recreating co-founder Bill Bowerman’s desk where he designed the iconic Pegasus shoe’s waffle sole – emphasising at each stage how these stories led onto bigger and better innovations.
Visitors could enter our ‘Department of Nike Archives’, a hologram-based installation, and design their own fantastical shoe (which they could then order) and could even join local designer Engy Mahdy in our custom-workshop space to paint 3D models of the Nike Winged Victory statue.
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.