Nike Concrete Boys
Concrete Breakthrough
- Challenge
- Nike launched the US FORCE 1 at ComplexCon with a bold, hands-on experience designed to cut through the noise and create a lasting connection with fans.
- Spark
- How could we bring the spirit of Concrete Boys and the legacy of the US FORCE 1 to life in a way that felt true to Nike?
- Delivery
- The Nike booth was transformed into an immersive "Concrete Boys" experience, complete with a custom wrapped cement mixer, cinder blocks, and a Strong Man Challenge. The design was tactile and industrial, inviting fans to connect with the brand in a setting that mirrored the sneaker’s durability and grit. Attendees shattered concrete blocks to reveal hidden tokens, each redeemable for exclusive US FORCE 1 sneakers and limited-edition merchandise. Over two days, more than 300 items were claimed, making the experience both interactive and unforgettable.
- Awards
CLIO AWARDS 2025
BRONZE WINNER Branded Content & Collaborations – Partnerships, Sponsorships & Collaborations
- Services
- Video Production, Concepting, Photography, Art & Fabrication, Installation
