Nike - Maxims
2025 / Amsterdam
Bringing a brand’s core values to life for employees
ASK
Create a two-week campus experience that ensures the Nike ‘Maxims’ feel relevant and personal for EMEA employees.
ANSWER
Take over Nike EHQ with an interactive exhibit designed to reconnect employees with the Nike Maxims – the brand’s guiding principles. Interactive elements and games at each Maxim moment allowed for fun as well as deeper understanding and discovery. Stories of previous Maxim Award-winning projects (an annual internal celebration of excellence) brought the values to life, while iconic memorabilia from brand athletes who embodied each value was showcased. After learning about the Maxims, guests entered the rotunda where a tile display represented each one. After choosing a favourite, they could pen a message on the tile, exchanging it for a keyring at the corresponding Maxim station – adding to an ever-growing, patchwork inspirational wall.
WHY IT MATTERED
- 1,600 individual Maxim messages written
- Over 2,000 keyrings taken home
- Reconnected employees with Nike values...
- ...and with athletes embodying the philosophies
- Games encouraged teamwork
- Showcases of award-winning projects proved the Maxims in action
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
