To highlight the skill, passion and above all, speed of world-class football player Cristiano Ronaldo, COO created an immersive, engaging pop-up brand space where Nike communicated the authority and performance of its brand to Chinese fans. The experiential showcase saw COO team up with Hong-Kong-based Media Designer, Tobias Gremmler, for a truly unique celebration of the beautiful game.

Housed inside a former metal factory in the Chinese capital, the installation combined hands-on elements, brand education, and the product presentation of Nike’s ‘Mariah Flyknit Racer’ shoe. Ensuring the spectacle’s continued resonance both in the pages of the traditional press as well as social media, an eye-catching centrepiece alongside a treasure trove of Nike designs past and present made for memorable selfies that participants were eager to share. In a nod to the event’s theme, football, the space was carpeted with white artificial grass, evocative of a pitch.

A walk-in installation ‘Speed Tunnel’ channelled the precision and agility that centres around the Nike brand via 1,680 metres of pre‑programmed LED light lines. Their display was inspired by the power, expressiveness and astonishing speed of the guest of honour himself, Cristiano Ronaldo. Set against dynamic bronze streaks to convey velocity and vigour, the installation made for an eye‑catching centrepiece.

Displayed on bronze pedestals shaped like a number seven, Ronaldo’s number in all the teams, the archive allowed visitors to get up close and personal with yet another icon of sporting history. Adjacent, a chronology of 34 editions of the iconic shoe further celebrated both Ronaldo’s remarkable career and the Nike brand.

Catering specifically to the target demographic, sports fans and media, a Customisation Counter invited guests to create a bespoke shirt. As well as providing an in-situ highlight for attendees, the feature ensured the physical legacy of the Beijing spectacle, as well as the continuation of one of Nike’s core goal: performance, both on and off the field.

To convey the brand’s values even more directly, COO’s vision incorporated a flood-lit indoor football pitch, which at kick-off, hosted a ‘Speed Challenge’ to test visitors’ agility and pace. The area’s grandstand seating facilitated participants at all levels which made for a fittingly sports‑focused setting for press conferences and brand presentations.

In designing the space, COO considered the unique qualities of Nike, tapping into its core brand values to craft an experience that would resonate with guests long after their visit.