A bold reimagining of football's most sacred ritual — this project saw us design and execute Nike's most ambitious expression of women's football culture to date, unveiling five European Championships national team kits through an immersive showcase experience.
Building on the insight that fans are the driving force behind women's football, we created an experience where individual self-expression embodied the unstoppable impact of the collective, as our reimagined stadium was designed to hold the collective force of fandom in motion.
Guests entered EC25 through a bold branding moment, a dark tunnel layered with ASMR soundscapes — clicking turnstiles, rising crowd energy, muffled stadium noise. A slow build of anticipation set the tone for what was to come.
Inside, guests stepped into Genealogy, a living archive of women’s football set against a sharp volt backdrop. Intimate reflections, historic artefacts and match-day relics were brought to life through tactile, lo-fi displays. Layered with timelines, heritage products and bold graphics, the space captured the energy of the game’s past and present.
At the heart of Dock X stood the centrepiece: our stadium. Designed to hold the force of fandom in motion, volt green seats lined the bleachers, as the pitch was spotlighted from above.
Bordering the pitch, Kiosks of Football Curiosities, invited guests to explore the unexpected side of football. Each one, uniquely structured and styled, was dedicated to a different federation. Thoughtfully curated by Systemarosa, jerseys, styled mannequins, and federation artefacts complete with product tags tracing their history. Printed carpets, sports netting and purposeful props created an immersive, tactile environment that told each federation’s story.
We brought Dock X to life as a reimagined stadium. Guests joined drummers, dancers, and styled fans in the stands as choreographed performances revealed each federation’s kit.
Their styled kit models were captured on the big screens, while surprise spotlights revealed federation athletes hidden within the bleachers.
The kit reveal ended with a surprise appearance by Ms Banks in the centre of the pitch, blending fashion, football, and music in a powerful finale!
Following the kit reveal, The Book Club XL Panel took place. In the centre of the pitch, a raised black table sat under a single spotlight, with the rest of the stadium in darkness. Hosted by football journalist Naomi Accardi, the panel featured Mayowa Quadri of Versus, British-Nigerian designer Ebele Ojechi, Chelsea and England’s Lucy Bronze, and Lyon and Norway’s Ada Hegerberg.
A live video feed streamed their discussion across the stadium screens as they explored kit culture in fashion and football’s role as a force for social change, celebrating both the cultural creators and the players shaping the women’s game.
In collaboration with Nike, we showcased football culture through a multi-sensory experience that celebrated the past, present, and future of the women's game. We were briefed to create an experience that fused football style with global cultural influences. The result was a space that explored the game's wider impact beyond the pitch, a celebration of football's rich cultural tapestry, designed to inspire discovery, connection, and authentic moments.
CLIENT: NIKE
WHAT WE DID: IDEATION, CONCEPTUALISATION, DESIGN, CREATIVE PARTNERSHIPS, TALENT SOURCING & MANAGEMENT, INSTALLATION, PRE-PRODUCTION, CONTENT CAPTURE, POST-PRODUCTION, EVENT MANAGEMENT
WHERE: LONDON
SEEN IN: BASEMENT APPROVED, BRITISH VOGUE, CULTED, DEEDSMAGAZINE, FOUDYS, HOMECOMING, MARKETING BEAT, SEASON VINE, VERSUS