The Nike Polo Pub

To launch their ‘GS Polo’ Nike Sportswear briefed us to activate around the World Cup for fans and talent. To connect with real supporters on their terms.

We began with the insight that the big budget, big message, big talent tournament approach traditionally employed by athletic brands was a million miles away from the experience and appeal for most fans.

The moments that mattered and memories that could last a lifetime were made not with global superstars but with friends and often, complete strangers.

So we pitched a Nike Pub. Not a design-led Nike reinterpretation in a warehouse. A real pub. An authentic space where the brand was there to be discovered in the details and moments of delight.

Working with a client with imagination and the willingness to break a lot of rules we created

The Polo Pub

An experience that became ‘you had to be there’, where global talent mixed with regulars and locals.

With a team of seamstresses and embroiderers working upstairs guests could design their own GS Polo and receive their unique garment before the match was over.

Taking over a traditional English pub in the centre of London we gave it a complete makeover, converting it into a unique World Cup viewing experience like none other, giving England football fans a venue that allowed them to grab a pint with their mates, watch their favorite matches live on a large format HD projector, enjoy live music from London’s hottest DJs, and most importantly customize their very own Nike GS Polo, unique to their individual style and national team allegiances to commemorate the occasion.

Featuring an array of custom badges and artist collabs from teams such as England, USA, Brazil, Austrailia, and Netherlands, as well as a slew of other customization options, pub patrons designed their very own one of a kind polo, ready for them by the time the match was over.