Eric Dier and fans have a selfie

Let There Be Lions

Nike Immersive England Kit Launch

Eric selfie with fans


For the launch of England's New World Cup kit, Nike challenged us to create an experience that brought the style and energy of the shirts to life. We chose to do this by showcasing design & celebrating the shared ethos of the lions, bringing the community closer to the action through engaging interactions from athletes to cultural leaders.


To launch the kit in a new light and celebrate the love for the England Lions ahead of the World Cup, we came up with the concept, Let there be Lions. An expression of the attitude that surrounds the team, from the future-facing style to the passionate community of supporters. Within the event, we created unique areas that brought Nike members in on an active journey of celebration, intrigue and excitement for what is to come.


In the heart of Nike Town, we launched the shirt in a new light with The Lions mode cube. Using a mirrored interior we projected custom animations in the cube, creating an infinite display of design inspired by England kits past and present. The Lion's mindset hosted England's, Eric Dier, giving Nike members an insight into the team. We transformed the Mercurial cage into the Lion's Den, an arena for members to show their skill. The Lions Roar allowed everyone to capture the moment through gifs.

eric dier and member
merc cage
eric dier at a panel talk
Eric selfie with fans