Nike House

The world’s greatest athletes gather in London. To challenge each other (and themselves) at the IAFF World Championships.

The brief was to create a Nike oasis for sponsored athletes (and their families) during the championships and that required getting into the minds of the athletes themselves. Excited. Nervous. Elated. Focused. 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.

At Nike House E1W, Nike Performance met London Energy. Our whole approach centred around the brand’s philosophy ‘serve every athlete individually and completely.’

The venue invited Nike heroes to celebrate a creative, urban city. We presented London through a Nike lens. The city’s craft, music and dance. Its multi-cultures and its energy; through photography, independent film and art.

Nike House provided valuable services including a physio and product distribution. Quiet press, lounge and refreshment areas helped the athletes relax; and they were encouraged to curate their own personal experience, such as fitting a spike, getting a haircut or enjoying a bespoke nail treatment.

Nike House was the perfect place for sponsored champions to ‘find their London’.