NikeTown London has launched their new ‘Mad Brilliance’ range at their pop-up store, building anticipation for the ongoing UEFA European Football Championships. Known for consistently stepping up their game during international tournaments, Nike ensures their brand makes a stylish and noticeable appearance within the marketing world with this ‘Mad Brilliance’ pop-up.
The event highlighted a new collection of football boots—Mercurial, Phantom, and Tiempo—that Nike athletes will wear during the UEFA European Football Championships.
The launch event gave a fresh look to the Nike brand, with the venue decked out in vibrant pink turf and pink lighting that mimicked that of the new footwear designs. Customers were able to browse the cool designs and infrastructures of the store while getting a glimpse at the new range. They were invited to try on and put the new pairs of boots to the test in the mini indoor field, which added an interactive element to the pop-up and connected consumers directly with the products. Mini grandstands were also in place around the field to enhance the atmosphere of the venue and replicate that of football stadium.
This approach allowed attendees to experience firsthand the innovation and style that Nike brings to the world of football, all while experiencing the creativity and impressive designs of the ‘Mad Brilliance’ activation.
Images: TDM Space
