ALLDAYEVERYDAY

Creates Multi-Platform Marketing & Entertainment

Nike


We work with Nike to activate communities by fusing sport and creativity in New York City and amplifying that energy around the globe.

  • Creative Development
  • Content Production
  • Art Direction & Design
  • Web, Mobile & Interactive
  • Community Activation & Events
  • Stadium New York

ALLDAYEVERYDAY designed and launched Bowery Stadium, a brand space in New York City designed to activate community particpation with support from influential artists, athletes & consumers.

  • Creative Development
  • Art Direction & Design
  • Community Activation & Events
  • Content Production

Experimental Design

The main room of Stadium features ongoing exhibitions and commissions. http://bit.ly/uGoCIN

Film

To celebrate the opening of Bowery Stadium, ALLDAYEVERYDAY created and screened the short film “Everything is Practice,” directed by Jake Sumner, depicting an intimate moment with Spike Lee as he assistant coaches his son’s soccer team.

Retail Design

We commissioned local architect Rafael De Cardenas of Architecture at Large to design the Bowery Stadium space, a combination community center, gallery and store targeted to the downtown New York community. http://nikestadiums.com/category/cities/new-york/

Experimental Design

We commissioned Allen Benedikt of Also Known As to create a public artwork for Bowery Stadium.

Artist Jack Greer interpreted the basement locker room with a street sensibility that gives a downtown identity to a traditional sport space.

The restroom installation was by Kunle Martins of IRAK graffiti crew. http://www.youtube.com/watch?v=Z0YDK3Li9No

Photography

An original photography exhibition by Nabil Elderkin was presented alongside Sumner's film throughout the 2010 World Cup.

  • Tied Together

For Nike and (RED)'s initiative to fight HIV and AIDS in Africa, ALLDAYEVERYDAY concepted and executed a 120-hour, five- city relay around the world. The race consisted of 24 teams per city of runners, bikers, and skaters, beginning in New York City and continuing through London, Milan, Berlin, and Paris. http://nikestadiums.com/?s=tied+together

  • Creative Development
  • Art Direction & Design
  • Web, Mobile & Interactive
  • Community Activation & Events
  • Content Production

Community Activation

Teams in each city were assembled and mobilized by community activators identified for their influence in sport, fashion, art, and culture. Participants included Supreme, Vice, Ace Hotels and Colette.

Mobile Content

ALLDAYEVERYDAY utilized proprietary technology to create a platform for runners to live upload cell phone photos throughout the event. These photos were published online and projected in Nike Stadiums throughout the world. http://tiedtogether2010.com/

Film

ALLDAYEVERYDAY created a film incorporating global event footage, with narration by actor Michael K. Williams of "The Wire" and "Boardwalk Empire."

  • Destroyers

ALLDAYEVERYDAY was commissioned by Nike Sportswear, in collaboration with Doubleday & Cartwright, to create a 360-degree campaign for the Nike Destroyer product line. http://nswpresents.staging.alldayeveryday.com/

  • Creative Development
  • Art Direction & Design
  • Community Activation & Events
  • Content Production

Community Activation

We began the campaign with product seeding and community activation through a network of brand ambassadors.

Photography

The community activation cast was then photographed by Tim Barber

Film

ALLDAYEVERYDAY additionally produced a documentary film in support of the campaign.

http://www.youtube.com/watch?v=WuqRgzfD6sE

Content Creation

Campaign photography was published in The Destroyer Journal, a free large format print publication that was distributed throughout New York City.

http://nikestadiums.com/2010/11/17/issue-1/

Out of Home Advertising

Campaign imagery was subsequently used in advertising situated in prominent locations in New York City.

  • Bridge Runners

With Bowery Stadium as a social hub, the Bridge Runners program consisted of running groups that received free equipment and locker room space. The program has gained sufficient traction that, two years after its founding, groups of Bridge Runners from diverse communities still meet weekly. http://nikestadiums.com/tag/bridge-runners/

Community Activation

Photographer Tim Barber documented the Bridge Runners for an exhibition and event at Nike Stadium. http://nikestadiums.com/2010/05/21/nyc-bridge- runners/

Retail Activation

Images from the Bridge Runner campaign were then presented at Nike flagship locations globally.

Event

In addition to being exhibited at Nike Stadium, Barber's photos of the Bridge Runners were showcased at Nike flagship locations globally.