Nike World Cup ’22
2022 / Paris, Dubai, London, Barcelona
Activating at scale around a global sporting moment
ASK
Welcome everyone into the ‘Footballverse’ by amplifying Nike’s World Cup ’22 campaign with three different activations in five diverse cities.
ANSWER
In Paris, Barcelona, and London, we launched simultaneous Nike FC experiences to celebrate the release of the Mercurial World Cup ’22 boots. Visitors tested the boots in agility-based games on specially built mini-pitches.
Meanwhile, in Dubai and House of Innovation Paris, we rolled out two distinct, locally-led activations. In Dubai, we transformed the Beacon store into a digital-first football hub, featuring interactive installations, a community-driven legacy showcase, and a customisation studio. In HOI Paris, we staged a full-store takeover. Visitors entered through the “Event Horizon” windows before seeing themselves as future GOATs in personalised jerseys. The experience also included workshops, talk spaces, and a gaming zone.
WHY IT MATTERED
- 5 different experiences, 4 countries, 3 timezones, launched on 1 night.
- 1,237 pairs of boots trialled.
- All experiences translated into 5 languages.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show