Nike 50

INTRO
Nike is one of the world's most recognised brands, built on decades of innovation, culture and storytelling. To celebrate the brand's 50th anniversary, we were commissioned to help create an immersive retail experience across NikeTown London, bringing the anniversary campaign to life throughout the store environment.

THE CHALLENGE
The challenge was to translate Nike's rich heritage and global brand story into a physical experience that would engage customers across multiple floors of the store. The campaign needed to celebrate the past while maintaining the energy, creativity and cultural relevance that define the Nike brand.

The experience needed to work seamlessly within a high-profile retail environment, creating moments of interaction while reinforcing Nike's connection with its community.

THE SOLUTION
Working as part of the creative team, I helped deliver the art direction and design approach for the anniversary experience, creating storytelling panels and physical brand moments throughout NikeTown London.

The project involved collaborating across design, visual merchandising, prop production and manufacturing to bring the campaign to life at scale. Alongside the anniversary installation, we supported the launch of the Nike By You personalisation experience and Nike's collaboration with London-based Greater Goods, helping create engaging in-store experiences that encouraged customer participation.

The result was a cohesive retail experience that celebrated Nike's heritage while creating meaningful interactions between the brand and its audience.