All work done @ https://www.gpj.co.uk/ Challenge Create a Nike oasis for sponsored athletes (and their families) during the 2017 Athletics World Championships in London. A safe haven away from the intensity of the Olympic stadium and boredom of the Athlete’s Village.
Insight Many of the competitors had never visited London before. This was a chance to welcome them. To celebrate the capital. And to apply a Nike filter to ensure they experienced the city as a top athlete – avoiding all tourist clichés.
Strategy Excited. Nervous. Elated. Focused. Our aim was to get into the mind of the athlete. Appreciating how they feel pre-and-post their events. And then to consider how our experience could support them – leaving them calm, inspired and relaxed.
Solution At Nike House E1W, Nike Performance met London Energy. Our whole approach centered around the brand’s philosophy – ‘serve every athlete individually and completely.’