Eric Dier and fans have a selfie

Let There Be Lions

Nike Immersive England Kit Launch


England’s women team win at the Euros changed the world of football. Launching the new men’s national kit for World Cup would take place in very different context than any before it. Our strategy was to develop a concept that enabled anyone to see themselves in this new mens team, no matter what they are.


We came up with the idea, Let there be Lions. An expression of the attitude that surrounds the team, from the future-facing style to the passionate community of supporters. We want this kit launch experience to be in immersive for members as well as travel through live and post-event content.


As a stage for the unveil we build the The Lions mode cube in the heart of Nike Town. 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