Nike x Pro:Direct; Certified Fresh.
INTRODUCTION.
Nike set out to launch the limited-edition Mercurial Air Max TN with a hyper-local brand moment rooted in football and streetwear culture. The challenge was to cut through London’s saturated landscape with an activation that felt both exclusive and authentic, reflecting the bold aesthetic of the product and the raw energy of Brixton. The goal was clear: create cultural buzz, drive hype around the drop, and deliver an experience that connected directly with the community.
Idea & Approach
Our concept, ‘Certified Fresh’, playfully reinterpreted the product’s vibrant colourways and street-level heritage through the lens of a London food market. We transformed a traditional greengrocer stall into a bold streetwear-meets-culture experience, hosted by football personality Jimmy Bullard, to root the moment in local energy.
The design direction drew from Brixton Market’s visual vernacular; stretching, compressing, and clashing type in ways that felt expressive, imperfect, and alive.
This offbeat rhythm became the backbone of the identity, echoing the culture of the street rather than over-polishing it.
A flexible design toolkit extended the idea across physical and digital touchpoints: fruit stickers became cultural tags, typographic lockups spoke with personality, and DIY-inspired marks carried the grit of the market. Together, it built an immersive environment where fans could engage with the product in a way that felt exclusive, culturally grounded, and true to the community.
Result & Impact
The activation brought the Mercurial Air Max TN to life in a way that was both playful and powerful. By fusing football, fashion, and the character of Brixton, the pop-up created a distinctive and authentic brand moment. Fans experienced the product through a culturally resonant lens, strengthening Nike’s connection to London’s streetwear and football communities. The result was an exclusive, high-energy launch that drove buzz, captured attention, and delivered genuine cultural impact.
