To celebrate the launch of the Nike Mercurial Air Max TN, Pro:Direct Soccer took over Brixton with an exclusive pop-up event—featuring Jimmy Bullard and the chance to secure the limited-edition boots.
Tapping into streetwear culture and the rising Urban-core trend, we built the ‘Certified Fresh’ concept around a bold, hyper-local activation. Transforming a greengrocer’s stall, we fused football, streetwear, and community—delivering a vibrant experience that brought energy, exclusivity, and culture to the streets.
AD: Luke Harrison | CM: Lucy Knapp & Angus Wilson | Producer: Dan Hall | Photo: James Hendley | Agency: 160/90 | Support: Nike London
CONCEPT | VISUAL IDENTITY | ART DIRECTION | DESIGN | PRODUCTION
The graphic language blended greengrocer and DIY market aesthetics with the raw energy of urban streetwear—reflecting Nike’s boundary-pushing design ethos.
A warm, earthy colour palette. Classic typography with an edge. Bold image placements. And a modular design toolkit built for adaptability across every touchpoint.
We collaborated with Nike Football, Nike London, and the agency 160over90 to transform this concept from a raw idea into a standout activation—defined by impact and freshness.
From the pop-up setting and graphic language to the branding and personalities involved, every element came together to create an unforgettable experience. The event saw the boots sell out in record time, brand awareness soar, and, most importantly, delivered real value to our community.