NIKE
ZEINA RETAIL TAKEOVER

Zeina Nassar is a professional boxer who played a major role in changing German regulations that forbade women from wearing a headscarf during competitions.

Nassar’s sporting prowess was represented in the punch bags hanging throughout the store, and at the centre of the space we installed plinths detailing the stories of her friends, family and fellow athletes. 

I worked closely with Yorkshire-based agency Golden, briefing them, managing the project, providing feedback and approving final assets while gatekeeping Nike’s internal standards. 

The activation raised money for a local sport centre in Kreuzberg which gives muslim women a dedicated space for sport.

We set up screens playing the film, alongside imagery of Nassar and people from her community.