Nike: Football World Cup 2006–2018

Things got particularly intense around the time of the major football tournaments. Between 2006 and 2018, we supported Nike’s World Cup and European Championship campaigns across the GSA region and developed POS concepts, in-store displays and activations for retailers, shops and brand spaces.

Some projects have remained particularly memorable to us to this day. In 2014, we transformed a historic sports shop into a fully-fledged World Cup village. In 2006, we even wrapped an entire castle in the Brazilian national colours. And in between, we created countless shop windows, shop refurbishments, special display areas, brand spaces and POS campaigns.

What did all these projects have in common? They didn’t just have to look good; they had to work. In retail, under time pressure, across multiple locations. And always with the aim of making the Nike brand visible, tangible and desirable.
Over the years, in addition to the FIFA World Cups, we also worked on European Championships, Olympic campaigns, photo shoots for the catalogues we designed, product launches and many other projects. Together, we developed shop-in-shop areas, POS campaigns, shop windows, event productions, brand spaces, print materials and everything else that makes a brand visible in retail.

Sometimes it was about a single shop. Sometimes it was about hundreds of locations at once. Sometimes it was about a major tournament. Sometimes it was about the perfect launch of a new product. It never really got boring.

And so, over many years, a partnership developed that was characterised by trust, mutual understanding and a shared passion for strong brands. And to this day, we’re still not quite sure how we ever found the time for the German Bundesliga amidst World Cups, European Championships, Olympic campaigns, product launches and retail roll-outs.