As a part of our mission to roll-out Nike’s Future Fitness campaign across Europe, we designed, produced, and hosted a 2-day takeover for members on the ground floor of Nike Town London.
Focused on Gen Z females and non-binary people’s wellbeing and fitness, the space brought the Nike Training Club app to life by highlighting the 5 facets of training into different zones. Each zone included a number of Nike trainers guiding members through their fitness journeys. All attendees were gifted journey booklets, encouraging them to jot down their thoughts from each facet, carrying their learnings into their future fitness journeys.
To kick-start each day of events, a one-off member’s Run Club was launched from the ground floor with Nike coaches Manni and Dora. Treating members to a scenic running route through the streets of London, Manni and Dora took off from NTL to St James' Park and back again, allowing runners to cast their eyes on iconic sites like The London Eye, Piccadilly Circus, Regent St and more.
Landing back at NTL for a full day of events, the weekend included an enriched programming experience. The space was made up of a Nutrition counter with informative talks, a Mindset wall for members to post a letter to their future self, an intimate Recovery canopy with physiotherapist led sessions and a Movement cube that featured an interactive digital experience.
The main arena space was utilised for the larger classes and workshops such as HIIT classes, styling sessions, yoga and dance classes, panel discussions featuring Alice Dearing and Roses Gabor, a risograph vision board workshop and a boxing session with Dwaynamics.
Alongside this, Sumaralaika produced bespoke cushions, scented with calming sprays, creating the perfect Sleep zone. Lastly - the very special, Nella Rose joined in the action, encouraging members to ‘Feel Your All’.
CLIENT: NIKE
WHAT WE DID: RETAIL DESIGN, CONTENT PRODUCTION & RETAIL EVENT
LOCATION: NIKE TOWN LONDON
COLLABORATORS: SUMARALAIKA, NELLA ROSE, ROSES GABOR, ALICE DEARING, OMIE DALE, DWYNAMICS, DUPLIKAT PRESS
PROCESS: DESIGN, PRODUCTION, INSTALLATION, ACTIVATION SOURCING AND TALENT MANAGEMENT