Mar 26, 2018 | By Alice Gividen
May 31, 2010
Nike Stadium Tokyo recently opened its doors (in the Naka-Meguro neighborhood) to the public with the first of a series of ongoing installations initially focusing upon and inspired by the Nike Mercurial boot and Tadanori Lee, a player who represents the Japanese style and spirit of play.
The first “show” featured a wide range of creative contributions including interactive motion graphics of WOW, sound by Keichiro Shibuya, photography by Takeshi Hanzawa, exhibtion displays by Daisuke Gemma and graphic design by Concept Conception.
There was a larger than life statue of Marcus Tulio Tanaka on display, etched with messages from Japanese football fans. We were also able to catch a glimpse of this technology in real time @ the Nike Store in Harajuku.
Nike’s creative agency Wieden+Kennedy Tokyo, came up with this concept, using Twitter to have the public to submit their comments in support of the World Cup. The best comments will be selected in four phases over the duration of the campaign and carved on a life-size statue of Tanaka. Pretty serious.
One of the most interesting elements of the space was the interactive motion graphics by WOW (Digital Interactive Creative). Basically it is a user activated motion sensor, that shifts and rotates when people approach. Totally reminded us of Minority Report, so cool.
During the opening party in Tokyo, Nike also showed a special preview of the Write the Future TV Ad featuring Nike’s finest ballers, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro and Franck Ribery. There are even guest appearance’s from Nike royalty Roger Federer and Kobe Bryant.
In addition to the art and innovative environment, Nike Football also showcased what they do best…the National Team Kits and boots of the 9 countries that Nike is supporting including USA, Brazil, New Zealand, Serbia, Australia, Slovenia, South Korea, Portugal and the Netherlands.
We were so impressed with the execution of the space, we look forward to seeing the additional “Stadiums” in other major cities around the world (which we plan on covering in the the near future) including NYC, Paris, London, Milan and Berlin.
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