Nike + NINE
August - September 2012 first runner up: Nike + NINE
Creative Agency: US Sydney
Media Agency: US Sydney / Boffswana / The Locals
Ahead of the 2012 London Olympics, Nike was hungry to introduce Sydney to an innovative suite of new products. So US Sydney created +NINE; a store with a more playful connection to the Olympics.
A space for Sydney-siders was built for both athletes and sneaker fanatics, who had shifted their heart and soul to London. The store ran alongside the Olympics' calendar, so it was open for business at night and a darkened shop front by day.
Unable to show Nike's products in action in London, US Sydney instead applied Nike's innovation principles to the store itself - transforming the space into a surprising plaything for 'passers by'. A touch-screen built into the store window brought pockets of the store to life, simultaneously triggering large-scale projections highlighting the innovation story behind each and every one of the products instore.