NIKE ZEINA RETAIL TAKEOVER

- Art Direction

A platform for Zeina Nassar to tell her story. Zeina is a professional boxer who played a major role in changing German competition regulations to allow women to compete wearing a hijab. My team was tasked with conceptualising how a retail execution could come to life from Nassar’s media advert. To showcase her female network, we created lightboxes with their photos and bios. As the campaign coincided with the anniversary of the fall of the Berlin wall, we arranged these to reference that old monument of thwarted segregation and oppression. To pay homage to Nassar’s sport, we designed Nike boxing bags to hang around the store, and then donated them to her local gym when the campaign ended. Additionally, I worked closely with Yorkshire-based agency Golden, giving feedback on the creative and comping retail graphics. After collaborating with the Nike Berlin retail team about in-store specifications, my team gave the final sign off to the project.