Nike Phenom House, Brazil
In a nod to the Seleção, a “yellow carpet” welcomes visitors through an artwork-filled tunnel that transports them into the world of “Risk Everything” – Nike’s campaign in which the world’s best footballers put everything on the line when it matters most on pitch.
The tunnel opens into a vast space where fans can experience the history of Nike football through a boot genealogy display, featuring the original Tiempo Premier (1994), and leading up to Nike Football’s revolutionary 2014 footwear collection.
Visitors can trial the latest innovations, including the Magista and Mercurial Superfly, in a unique boot testing area. Participants can compete with friends in agility exercises that athletes such as Neymar and Cristiano Ronaldo undergo to help provide insights that help inform some of Nike’s boot design and innovation process.
Also showcased are the home and away kits for the 10 federations that will wear Nike on-pitch this summer in Brasil. These kits combine high-tech innovation with unique design insights to keep players cool on pitch. All kits are environmentally sustainable, made from fabric that comes from recycled plastic bottles. Visually, each kit features cultural design elements unique to each country.
Near the center of the Phenom House, the full Nike F.C. collection is on display. Nike F.C. celebrates the passion, talent and irreverence of sports, opening the door to Nike’s 20 year-history in football.
To further connect fans to the beautiful game, the Phenom House utilizes sound effects specially created to replicate football stadium crowd noise.