Seizing the moment to bridge performance innovation with NBA culture, we launched Nike's first neuroscience-backed footwear – Nike Mind 001 – with a multi-day experiential hub fusing sport, style and culture.
When Nike x Zalando approached us to launch the Nike Mind 001 – their first neuroscience-backed performance shoe – we knew the experience had to work as hard as the product itself. Built around Nike’s MindFeel Technology, designed to activate key sensory areas of the brain, it demanded more than just a moment.
With the NBA bringing its annual European spotlight to Berlin, the timing couldn’t have been better. We turned city-wide energy into a live testing ground, creating a four-day hub where sport, culture, and performance innovation came together under one roof.
The space guided guests through an athlete’s journey – from pre-game prep to in-game performance to celebration – showing how MindFeel Technology enhances focus, presence, and resilience. Hands-on trials, immersive experiences, and conversations with credible voices turned scepticism into a personalised, try-it-to-believe-it moment, leveraging the NBA Europe spotlight to bring consumers into the Nike x Zalando ecosystem.
Beyond the physical space, the experience scaled digitally, amplifying the Mind Game narrative across platforms and extending reach beyond the court. As basketball culture pulsed through the city, Nike x Zalando owned the moment, embedding Mind 001 into the fabric of Berlin’s NBA week and the wider performance conversation.
The result was more than a product launch. It was a cultural takeover – bridging mental preparation and athletic performance, and landing Nike’s newest innovation at scale through a breakthrough IRL experience powered by hype, credibility, and community.
CLIENT: NIKE X ZALANDO