Nike: Win On Air at Outernet London

The background

To propel their global Win On Air campaign, Nike needed a stage as revolutionary as the five new, science-backed Air shoes they were launching. So, Nike set its sights on Outernet London, one of the UK’s most visited digital content sites renowned for its cutting-edge audio, video, and transformative spaces. Our goal was to craft a launch experience that mirrored the sleek modernity and innovative spirit of the new Air collection. 

The execution

Nike took over Outernet London’s 16K screens for three days, during which time no other branded content was shown. The experience unfolded across 1,209 sqm of internal screen space in a number of distinct zones, each amplifying a different aspect of Nike’s Win On Air campaign. In the central hub, known as the Now Building, immersive content crafted entirely from existing Nike assets brought the campaign athletes and the new shoes to life all around, with layered binaural sound commanding attention as soon as visitors stepped inside.

In the Now Trending zone, visitors embraced interactivity. Reaching out towards a specific shoe within the content triggered captivating short films that delved into the product’s innovative features and technology, allowing visitors to get hands on to learn more.

Stepping into the Arcade, visitors embarked on a celebratory tunnel experience, honouring the elite athletes whose peak performance is fueled by Air. This space doubled as a seamless connection between Denmark Street and the main building, ensuring a smooth flow for Outernet explorers.

The results

Situated in one of London’s busiest shopping districts, Nike’s Win On Air content takeover was seen by thousands. By harnessing Outernet’s immersive screen technology, we transformed the launch into a hands-on DOOH experience that brought Nike’s innovative Air technology to life with major impact.