Nike Stadiums are multi-purpose brand spaces that celebrate New York City sport culture, while embracing the community and inspiring consumers. They are nouveau recreation centers for artists and athletes, labs for innovative expressions, and places where stories are told and others are written.
In launching Bowery Stadium, Alldayeveryday literally gives out the keys to its kingdom to a diverse group of athletes and local creatives, who are encouraged to use the space as a clubhouse for a new mix of art, sport and individualized expression.
The Alldayeveryday team collaborated with Rafael De Cardenas of Architecture at Large to design the Bowery Stadium space with a mission to integrate design, sport and New York City. Based on a modular grid system, Bowery Stadium physically evolves and reconfigures—just like New York City.
The Olympic colors of Brazil define the woven floor (an intricately detailed gaffer tape installation) and the mini-boutique “museum store.” Additionally, the main room of Stadium hosts ongoing exhibitions and commissions, while a downstairs locker room hosts local sports clubs.
To celebrate the opening of Bowery Stadium, we produced the short film “Everything is Practice,” depicting an intimate moment with Spike Lee as he assistant coaches his son’s soccer team. Photographer Nabil Elderkin captured stills of Spike, which were exhibited as part of the multimedia presentation.
Bowery Stadium was the hub of Nike’s World Cup programming. We screened each of the 64 games, with a rotating series of artist commissions built in the space to celebrate the event.
Alldayeveryday also concepted and produced Tied Together, a global activation for Nike's collaboration with Product (RED).
Tied Together was a five city, 120-hour global relay to rails awareness for Nike’s collaboration with Project (RED) and the fight against HIV/AIDS in Africa.
TIED TOGETHER was an epic journey in response to a global issue. 24 teams of 10, representing local culture and art fixtures like Vice, Supreme, and Collette, laced up and moved through the streets of London, New York, Milan, Berlin and Paris, to help fight the deadly disease.
We developed Nikestadiums.com as the main content hub for the global Nike Stadium communities. The site featured event coverage, product news, and other original content generated by teams around the world. Additionally, we syndicated the content and interacted with the local communities by managing the global @nikestadiums accounts on Instagram and Twitter.