Nike took the brand’s story to a whole new level with its ‘Story of Speed’ campaign that literally had the Summer 2016 Mercurial football boot under the spotlight.
Another successful partnership between Nike and Millington Associates saw them delivering a state-of the-art in-store customer experience and window displays at Niketown London, for the brand’s Summer 2016 Mercurial football boot launch campaign. The campaign was designed to showcase a ‘Story of Speed’ by bringing to life Nike’s ideal perception of speed through interacting with customers in powerful, unexpected ways. At the store entrance, visitors were greeted by a full size replica Formula 1 car mounted in front of a massive LED screen with alternating images to represent the energy, power and speed associated with Formula 1 racing. The highlight of the scheme was a fullon speed experience in the central core area of the store. A staged mannequin sprinting around the centre of the core backed by a double sided circular screen
formed from 270 individual drops of polycarbonate backed LED’s suspended from the ceiling. For maximum effect, each LED was individually programmed to create a moving wave of Mercurial graphics and content.
LED Screen and Programming O’Neill Modern Media