Build a consumer activation that allows the visitor to experience the philosophy of fast, the culture and heritage of football as well as the new innovations from Nike. All whilst celebrating the brands history of speed with the very own Mercurial.
All eyes were on Italy as the Champion League final descended into Milan. Nike wanted to launch their latest innovations and the new Mercurial Superfly V during this period.
Located in the heart of Milan 'Science of Speed' was a speak easy type activation, beginning your journey almost walking into the new ad campain and then ending up in the heart of the Mercurial. People were invited to be view a showcase of the evolution of the Mercurial, take part in training sessions using the new product and working with Inter Milan coaches and compete against Cristiano Ronaldo in a virtual speed test.
With Milan being the birth place of the Mercurial, Nike wanted to use The Champions League toelevate the presence of the boot. Whilst using the lens of speed to look to the future of the New Mercurial the Montabelluna Factory was used to look to the heritage of this innovation. We created a pop-up fully functioning Montabelluna factory within the space. A lucky select few were able to have their very own Mercurials made from scratch for them as the professional players do, and then see it being made there in front of them. The shoes were presented to them the next day in a special display case.