To celebrate the launch of the Nike Mercurial Air Max TN, Pro:Direct Soccer hosted an exclusive pop-up in Brixton, London, featuring Jimmy Bullard and a chance to grab the limited-edition boots.
Rooted in streetwear culture and the rising Urban-core trend, we positioned the Connected Air Max Mercurial TN through the ‘Certified Fresh’ concept. Taking over a greengrocer stall, we created a bold, localized activation that fused football, streetwear, and community—bringing energy, exclusivity, and culture to the streets.
AD: Luke Harrison | CM: Lucy Knapp & Angus Wilson | Producer: Dan Hall | Photo: James Hendley | Agency: 160/90 | Support: Nike London
CONCEPT | VISUAL IDENTITY | ART DIRECTION | DESIGN | PRODUCTION
The graphic language fused greengrocer and DIY marketplace aesthetics with the energy of urban streetwear, mirroring Nike’s innovative product approach.
A warm, earthy color palette—classic typography with a twist—bold pictorial placements—and a modular toolkit for versatility.
We collaborated with Nike Football, Nike London, and the agency 160over90 to transform this concept from a raw idea into a standout activation—defined by impact and freshness.
From the pop-up setting and graphic language to the branding and personalities involved, every element came together to create an unforgettable experience. The event saw the boots sell out in record time, brand awareness soar, and, most importantly, delivered real value to our community.