Inspire top athletes with a showcase of Nike’s Olympic history and launch its Rio 2016 collection.
To build hype for Rio 2016, we created a full consumer journey to tell Nike’s Olympic story – everything from the shoes and gear that helped to secure historic golds, to the groundbreaking tech and innovations that continue to inspire the world’s best athletes.
We designed a race track within our bespoke Amsterdam hub to guide visiting athletes through the history of Nike’s participation in the Games. Showcases of legendary shoes, recaps of history-making moments, details of new innovations, and a futuristic ferrofluid installation that mimicked the stride of the new Volt+ running shoe all gave the impression of progress, movement and speed. Our event not only marked the official launch of the Nike Olympic advert and its Olympic kits, but also the new Volt+ colourway, which visitors could try on, customise, and pose in for a unique photo opportunity.
Our Nike Olympic Clubhouse activation explored how reflecting on past innovations motivates future success.
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.