A World Cup Campaign Takeover for Nike’s House of Innovation
As Nike’s long-term partner for House of Innovation, we continue to evolve the flagship through seasonal campaigns and retail experiences. For Rip the Script, Nike’s global campaign for the 2026 FIFA World Cup, we transformed the four-floor flagship into a physical extension of the campaign.
Built around the idea that football is at its best when players trust instinct over instruction, Rip the Script unfolds as a layered universe of interconnected stories, unexpected characters and hidden references that reward repeat viewing. We translated those same principles into the retail experience.
1 of 3
1 of 2
Across four floors, custom graphics, visual merchandising, lighting and hundreds of bespoke props created an environment filled with moments of discovery. From scarves, pennants and trophies to playful details hidden throughout the space, every element became part of the campaign narrative, encouraging visitors to explore the flagship in the same way the campaign invites audiences to explore its wider world.
1 of 2
1 of 1
Installed over two nights as part of Nike’s global retail rollout for the tournament, the project demonstrates how a campaign can extend beyond digital content into physical space, turning the flagship into another chapter of the Rip the Script universe.
- For:
- Nike
- Year:
- 2026
- Location:
- Paris, France
- Sector:
- Sportswear
- Role :
- Creative Concept, Experience Design, Art Direction, Graphic Design, Spatial Design