Nike Mind Game Store Campaign
– Activation concept
– Spatial Design
– Artworking

I teamed up with the Liganova Design team to turn the Nike Mind launch into a full real life ‘Mindgame’ experience, translating neuroscience based footwear into an immersive retail story across key European locations. Centered on the new Nike Mind 001 mule and Mind 002 sneaker, the concept spotlights 22 independent foam nodes underfoot, engineered to stimulate sensory receptors in the feet and activate brain regions linked to focus, presence, and calm.

Instead of a typical shoe wall, the space is set up like a mini mind lab, where visitors can learn how Nike’s research team studies the connection between the brain, body, and performance. Guests move through zones that explain the idea behind Mind technology, test the product, and experience how the shoes feel in motion, blurring the line between product demo and live experiment.

It signals where performance retail is heading next: away from static displays and toward story led, science backed environments that make innovation tangible. As mental readiness, recovery, and focus become core talking points in sport, expect more brands to build ‘experience first’ concepts that educate customers as much as they sell to them.