ABOUT

BRIEF

Our brief from Nike was to create a defining cultural moment to unveil its Women’s EC25 national team kits. The ambition was to move beyond a traditional product launch and deliver an experience that positioned Nike not just as a sports brand, but as a driver of culture at the forefront of women’s football.

CONCEPT

Our concept reimagined the stadium as a living cultural system powered by fans – something way beyond a venue that houses an event.

It was built on the insight that fans are the driving force behind the rapid growth of women’s football, and so the experience positioned collective energy as the true engine of the game. We ensured that there was still room for individual expression too, through style, movement, and identity, which then became part of a larger, shared force.

Our objective that we always kept front-of-mind was to shift perception from women’s football as a sport to women’s football as a cultural movement, and there were several things that activation needed to to achieve this:

- Deliver a high-impact reveal of five national team kits
- Connect football with fashion, music, and culture
- Engage media, creators, and cultural voices beyond traditional sports audiences
- Create a highly visual, emotionally resonant experience designed for amplification

With a £1.5M budget, we were able to prioritise depth of experience and cultural credibility over traditional launch formats, ensuring long-term brand impact beyond the event itself.

EXECUTION

We transformed Dock X into a fully immersive stadium environment. The journey began in a darkened entry tunnel, where layered ASMR soundscapes, like turnstiles clicking, crowd murmurs, and distant announcements, built anticipation and grounded guests in the rituals of match day.

This led into Genealogy, a living archive of the women’s game. Historic artefacts, athlete stories, and a digital timeline captured the evolution of football culture, placing the kit launch within a broader narrative of progress and identity.

At the centre sat the stadium, which was a bold, architectural structure with bleachers, screens, stadium lighting, and a central pitch. Media and creators were seated among drummers, dancers, styled fans, and athletes, dissolving the boundary between audience and performance.

As the space dropped into darkness, sound and movement created a kind of shared sensory moment. Each federation – England, France, the Netherlands, Nigeria, and Norway – was revealed through distinct choreography, with kit models broadcast on large screens and athletes revealed among the crowd.

The experience culminated in a live performance by Ms Banks, whose presence connected fashion, music, and heritage. Models and athletes moved across the pitch, blending disciplines into a single, unified moment.

Beyond the spectacle, Federation kiosks and a centre-pitch panel discussion explored football’s role in culture and social change.

Our execution delivered both emotional impact and meaningful conversation, and the results speak for themselves.

RESULTS

The project successfully repositioned women’s football as a cultural force, delivering impact across media and brand perception.

The activation generated coverage across eight major publications spanning fashion, football, and culture. Titles such as British Vogue provided cultural validation, while platforms including Versus and Culted extended reach into younger, style-led audiences.

Creator and partner content delivered strong organic performance, with standout engagement including:

172k views from WeAreFoudys
132.7k views from Pro:Direct Soccer
Additional amplification across federation and athlete channels

We also measured success through sentiment and cultural resonance. Social commentary framed the event as “more than a kit” and “more than football”, directly reflecting the strategic goal of expanding the narrative of the women’s game.

The experience brought together over 200 contributors, including fans, athletes, designers, and cultural voices, reinforcing authenticity and community representation.

Crucially, the project delivered long-term brand equity rather than short-term exposure. The multi-sensory platform that we created blended sport, culture, and identity, so Nike could strengthen its position as the brand shaping not just how women’s football looks, but what it represents.