Edgy Urban Designs

Nike, World Cup Parks

Event Activation and Retail Pop-Up

Playing host to thousands of young soccer fans, Nike brought a fantastic high-energy event into the streets with Nike Parks. The campaign reinforced the connection between the brand, their market and the beautiful game.

kubik worked on five continents and in 10 different languages to make this international vision come to life. Venues reflected the urban roots of the game, targeting engaged youths as they celebrated and emulated their football heroes through their own enjoyment of the game.

Industrial urban settings – an abandoned slaughter house, an old tanker ship and an unfinished subway station – provided the challenging backdrops for the public soccer events.

The event spaces were decked out with chain-link fences, oil drums and rusted metal wall decor, along with super-graphics of the world’s best soccer players; appealing to the youthful fan base.