Sports brands, even those that are not official sponsors of the World Cup soccer tournament, are taking full advantage of the global celebrations and fan enthusiasm. In New York City, Nike is making full creative use of its Nike Stadium NYC, a multi-purpose experiential environment opened at the Browery Stadium in May and designed by New York and London-based architectural firm Rafael de Cárdenas.
In Nike Stadium NYC, Cárdenas has created a soccer-inspired space that feels right in the New York environment — not glossy or overly sleek, but somewhat lived-in, hard-edged and willing to take some wear and tear. Triangular wooden blocks allow for instant creative modification of the space, as users can stack them, sit on them or create their own seating areas.
At Nike Stadium NYC, various soccer-related programs and performances in architecture, design and art are taking place all summer and into the fall. These include film screenings, match viewings and other events, all focused on exploring creative expression of soccer.
Nike Stadiums are the brand’s multi-purpose event spaces that have so far opened in Berlin, London, Milan, New York, Paris and Tokyo.
Nike Stadiums continue to reinforce Nike’s reputation as a creative supporter of soccer — something that their 2007 Cannes Lion-winning Stadium shoe box represented well. A limited number of shoe boxes were transformed to resemble a stadium with an image of a stadium and an embedded sound chip. When you opened your shoe box, you saw a miniature stadium and heard the crowd cheering, and you could imagine yourself inside a stadium cheering along or, better yet, playing on the field wearing your new Nikes. - Tuija Seipell