Brand and live communication agency XYZ organised a pop-up experience for Nike at London’s Old Sorting Office.
The Nike Phenomenal House, which ran for one week only, was a celebration of football, street culture and style, music and fashion.
Visitors and football fans had the opportunity to play five-a-side football, skate in the pop-up skate park, immerse themselves in Nike Football gear, explore the latest off-pitch fashions, and customise their own Nike trainers.
Members of the England World Cup squad, ahead of their disappointing effort in Brazil, showed up for pick-up games on the Nike-branded pitch. Rapper Tinie Tempah also held a surprise gig at the Phenomenal House.
Universal Event Production (UEP) supplied full technical production to the pop-up experience, including sound, lighting and video.
“It looked great and really captured the urban, downtown vibe that [XYZ] wanted,” said UEP’s Steve Butcher. “Especially with all the additional resonance of the World Cup, it was another fantastic Nike event in which to be involved.”