Nike Sportswear Relaunch
Nike UK
Rosie Lee
Client:
Nike UK
Team:
Russell Clayton
Mitch Crook
Rob Midson
We took the lead from concept to execution, starting with the idea ‘Designed for sport, remixed for life.’ From artist collaborations and photography to bespoke installations and every piece of launch material, we built the whole thing from the ground up.
For the main event, we designed a neon window display at NikeTown’s flagship store—a statement piece that grabbed attention and set the vibe for what Nike Sportswear was becoming. Over at Selfridges, we went even bigger, creating a giant pixel monster installation that took over the space and really made an impact.
Neon ended up becoming a core element across all Nike Sportswear displays in the UK, bringing a fresh, edgy look to the brand. The campaign hit hard, and globally, it became a benchmark for Nike—showing how sportswear could evolve into the heart of street culture.