The Nike Shanghai Marathon Expo brand space is all about getting faster and breaking records. A large overhead animated LED‑installation displays countless target times that runners plan to reach to break their personal bests. The centre of the space marks a trial-run-cage where runners can get tips and tricks of experienced coaches and try Nike’s Zoom Fly running shoes. Pacers who will run the marathon in a certain time introduce themselves and invite those runners to follow. A highlight is an 18-metres-long wall lists all 38,000 names of those who will participate in the Shanghai Marathon.

Two large LED-walls show Nike’s latest film ‘Shanghai Fast’, featuring a young woman’s adventurous race through the streets of Shanghai in the pursuit to become faster and more daring. The film is directed by Nicolas Winding Renf (‘Drive’) and created by Wieden+Kennedy Shanghai.

COO supported Nike’s brand design team in designing the space. The result is an impactful brand environment that mixes industrial elements such as metal mesh and raw concrete flooring with sleek graphics and urban design features like exposed neons and dynamic media installations. The bold colour scheme of black, white and red, and strong visual contrasts create an immersive, intense atmosphere that pair well with the activating workout-tunes that pump through the countless speakers that are turned up as far as it will go.