Nike Atelier x Maria Sharapova
Rosie Lee CreativeClent:
Nike
Tom Rand
Gianna Carrabotta
Jenny Tondera
Emilia Machado
David Saville
Team:
Russell Clayton
For us, the insight was simple but profound — Maria wasn’t just a tennis player. She was, and still is, a gravitational force. Someone who pulled fashion, media, and global audiences into the orbit of tennis. Her presence elevated the sport, expanded its reach, and reshaped its image. That idea of gravitational pull became the creative foundation of our response.
We placed Maria at the centre — literally and conceptually. Around her, mirrored spheres orbited, multiplying her image and influence in a kaleidoscopic display. The installation reflected not only her global impact, but also the many dimensions of her identity: athlete, icon, entrepreneur.
At the heart of the display was the specially-created outfit she wore for the Hall of Fame ceremony. Presented on dressmaker busts with Atelier-level precision, the garments were framed by a mirrored backdrop with serve-inspired detailing, while the etched Goddess of Victory motif nodded to her legacy. Even the base — subtly embedded with star detailing — added depth and symbolism to the piece.
We brought this to life in close collaboration with Nike’s retail design and marketing teams, and with the brilliant partners at The Bednark Team, who worked with tireless energy and care to deliver this high-profile moment under tight timelines.
Seeing the display unveiled in Maria’s presence, with her reflection endlessly multiplied around the space, felt like the perfect tribute — not just to her career, but to the cultural shift she helped create.