2013 Winners & Shortlists

THERE IS NO FINISH LINE

Client/BrandNIKE
Product/ServiceNIKE RUNNING
EntrantMOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryENVIRONMENTAL DESIGN
Entrant Company MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES
Advertising Agency MOLOOBHOY & BROWN Dubai, UNITED ARAB EMIRATES

Brief Explanation

Engage with sports and urban enthusiasts who previously had nowhere to turn to in the Middle East for inspiration and to keep their finger on the pulse of emerging trends.

The Brief

Showcase Nike's 40 year history and heritage through running. Share the story where it all began from Prefontaine’s 1968 Olympic Cortez to the revolutionary 2012 Fly Knit footwear.

How the final design was conceived

The region's most enthusiastic collectors were celebrated with their prized sneakers on display, mounted on 3D trophy shields and helped activate and promote the online Nike Sneaker head Hunt in the Region. The art - We commissioned an artist to create several limited edition pieces of work on the Nike running Air Max model. Vinyl cut lettering, polished 3D type, neon signage and lighting, glass display units, vintage wooden photo frames and illustrated vinyl graphics, all contributed to the highly impactful wall to wall journey and brand experience.

Indication of how successful the outcome was in the market

Over 4500 visitors on the day experienced 40 years of Nike’s history and heritage through running. Nike realized the enthusiasm and interest generated through the brand activation at the Sole sneaker summit and has since launched the Nike Cortez and Air Max running models in the region in 2013.

Credits

Name Company Position
Hussain Moloobhoy Moloobhoy/Brown Creative Director
Elliott Brown Moloobhoy/Brown Design Director
Matt Stevens Illustrator