Nike US Women’s National World Cup Soccer Match

Overview: This art activation was created by ART x SHANNA for Nike as part of their “Dream Crazy” campaign. Shanna led creative concepts and direction for the immersive project. It was a featured experience at an event Nike hosted to encourage underserved youth to follow their crazy dreams before treating them to a USWNT World Cup match in Los Angeles.

Story: Guests interacted with the piece by each removing one of the 2000 fabric flags printed with the motto, “It’s only crazy until you do it.” Guests signed their names on the wall and claimed their own crazy dreams by having them professionally scripted on their flags. As the flags were removed, the wall slowly revealed the message “show them what crazy dreams can do.” The guests displayed their personalized dream flags in an organized march to Banc of California stadium and used them to cheer during the match.

Impact: The immersive experience of translating a dream into written word helped kids feel their crazy dreams were attainable. Nike’s pre celebration, the march, and Nike’s presence (along with the kids written dreams) were all featured by ESPN and other Los Angeles area media outlets, as a part of their live coverage of the match. The kids left inspired and mentally motivated. Nike accomplished their goal with their campaign awareness and a meaningful art activation that received national media and PR attention, along with long term ROI potential with the participants/viewers.