Nike - 50th Anniversary
2022 / Dubai
Honouring brand legacy while looking to the future
ASK
Celebrate Nike’s 50th anniversary by spotlighting how past innovations can inspire future ingenuity.
ANSWER
With access to the Department of Nike Archives for the first time, we created a multi-part experience in the Dubai flagship that showcased the past, present and future of the brand. Beginning by celebrating the past, we showcased the Bill Bowerman ‘waffle story’, then presented the heritage line of current products. To look to the future, we invited guests into our very own DNA Studio to design their own digital shoes which were then brought to life as holograms. For local flair, artist Engy Mohsen recreated the Nike Victory statue with 500 minis for guests to customise in workshops.
WHY IT MATTERED
- 2,625 people completed the activation.
- 4.23 trillion different possible customisation combinations. (If everyone on the planet used the activation they could, in theory, have produced 520 unique shoe designs each.)
- Fastest available graphics cards (at the time) used to generate real-time rendering.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
