In partnership with Nike Football, IDL got creative to celebrate Super Bowl LIV on the ground in Miami. We brought South Beach vibes into the retail environment and accented existing details in Nike's DTC on Lincoln Street. High impact neon and dichroic fields of color brought a beacon of activity to store windows, inviting guests inside to customize their own apparel. We created a gaming zone for athletes and celebrities to stop by and play Madden 20 against the public driving energy and excitement at the store. The giant LED Madden screen then transitioned into a big screen to play the actual Super Bowl game.
The store saw unprecedented foot traffic and record sales numbers thanks to this truly immersive environment capitalizing on the Super Bowl moment.
Creative Direction: Nike RXD, Bryon Panaia
Lead Design: Tim Weakland
Support Design: Brandon Hrycyk + James Jensen + Jena Beyers
Account Management: Kenna Borgmeier
Project Management: Shannon Case
Project Engineering: Greg Schaal