Digital windows stream live content drawing consumers into the store experience. Walk through an immersive digital tunnel and feel the roar of the crowd. In the Kick Off Arena a 2m diameter digital football streaming WC23 content takes centre stage.
For self-expression seekers, the Free-Style Studio offers a 360-degree fitting football-style experience. A style runway showcases curated scan and shop, capsule collections, inspiring visitors to unleash their creativity and explore their style boundaries. Visitors are invited to experiment with their look on and off the pitch, through downloadable AR and physical try ons.
The All-Access basement with 360 digital displays empowers visitors to reimagine the future of football kits and boots. Programmed events including product launches, grassroots team meet and greets, and Nike By You co-creation labs invite Her* to immerse herself in football dreams.
By capturing the excitement of the Women’s Football, Nike Dream Arena showcases the limitless possibilities of football for Her*, both on and off the pitch.
Nike Dream Arena
Celebrating Women's Football at the Nexus of Culture, Community and Co-creation
We partnered with the Nike Pacific team for the launch of Nike Dream Arena. Transforming the flagship George Street Sydney store into an engaging celebration of Women’s football culture. The activation aims to ignite the spirit of women’s football, offering a vibrant space celebrating Her* and her football journey at the intersection of people, product and community.