Nike Shoe Launch Activation

NIKE AIR WORKS SHOE LAUNCH

In partnership with creative agency 160over90, we delivered full technical production for the Nike Air Works shoe launch at The Cage at Manor Place, covering custom scenic builds and complete site infrastructure. The brief was a multi-zone brand activation, built around an indoor football tournament.

THE CHALLENGE

The Cage's industrial architecture needed to be transformed into an immersive environment built around Nike's product launch. The brief called for a standout reveal moment alongside interactive stalls, a DJ setup, a full indoor football pitch and a separate Players Lounge. Every element, from the custom scenic centrepiece to live show lighting and multi-zone audio, had to be planned and installed within strict site access and timeframes.

Secondary Zones

We extended sound and visuals into the Players Lounge and used pipe and drape to separate back-of-house areas from player spaces. Alongside the scenic build, we managed the power and site infrastructure supporting the live elements across every zone.

Our specialist project management and technical crew ran the project from start to finish, handling pre-production planning, health and safety, load-in scheduling and on-site troubleshooting. When last-minute site changes arose on the day, our crew adapted immediately to keep everything moving.

THE RESULT

The launch ran without a single technical interruption across the full tournament. Working as an extension of 160over90's team, we translated the creative brief into the scenic and technical build that gave the activation its identity, then delivered it under the live pressure of a competition schedule. When site changes landed on the day, our crew absorbed them without disruption to the show. The result was a brand launch that held up on every front: build quality that withstood a full day of public use, clear audio across multiple zones, and a technical delivery that let the agency focus on their client rather than the logistics.