London. 2017

We created a Nike oasis for sponsored athletes (and their families) during the 2017 World Athletics Championships in London. A safe haven away from the intensity of the Olympic Stadium and the boredom of the Athletes' Village

> Agency: George P. Johnson

> Role: Creative Lead

> Client: Nike

> Location: London

> Year: 2017

Many of the competitors had never visited London before. This was a chance to welcome them. To celebrate the capital. And to apply a Nike filter to ensure they experienced the city as a top athlete – avoiding all tourist clichés. Excited. Nervous. Elated. Focused. Our aim was to get into the mind of the athlete. Appreciating how they feel pre-and-post their events. And then to consider how our experience could support them – leaving them calm, inspired and relaxed. At Nike House E1W, Nike Performance met London Energy. Our whole approach centred around the brand’s philosophy – ‘serve every athlete individually and completely.’ The venue invited Nike heroes to celebrate a creative, urban city – no red buses or black cabs. We presented London through a Nike lens. The city’s craft, music and dance. Its multi-cultures and its energy; through photography, independent film and art. As well as presenting the athletes with the rich culture and heritage of London, Nike House provided valuable services including a physio and product distribution. Quiet press, lounge and refreshment areas helped the athletes relax; and they were encouraged to curate their own personal experience – such as fitting a spike, getting a haircut or enjoying a bespoke nail treatment. A chilled-out taste of the capital. An escape. A place for Nike champions to recharge. Reenergize and reflect. Nike House was the perfect place for sponsored champions to ‘find their London’.


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