Nike World Cup Parks

Sometimes, Nike wants to “just do it” – this time they wanted to do it raw, rough and edgy. That was kubik’s brief from Nike Design for creating a series of street-savvy, multi-media, high energy sporting events. Targeted at soccer-loving kids all over the world, 20 events had to be timed to complement an on-going worldwide advertising campaign. kubik staged events in some pretty raw places: an abandoned slaughterhouse, an old tanker ship, an unfinished subway station, to name just a few, using chain link, oil drums, rusted metal walls and super-graphics of the world’s best soccer players. Result: kubik worked on five continents in 10 different languages to provide a total Nike branded environment, and played host to thousands of young soccer fans. Nike met their goal of bringing a great advertising campaign into the street and reinforcing the connections between their brand, their market, and soccer: the sport they both support.