Nike Mad Brilliance Pack Launch Pop-Up Installation, Oxford Circus London.

SDD24/25_02: NikeTown London recently hosted the Mad Brilliance Pack launch, transforming the ground floor into an immersive trial zone in anticipation of the Champions League Final.

The event introduced a new collection of football boots — Mercurial, Phantom, and Tiempo— set to be worn by Nike athletes during the UEFA European Football Championships.

The space was vibrant with pink turf and lighting, offering 192 pairs of the soon-to-be iconic 'pink foam / rose mousse' boots for visitors to try out, creating an unforgettable brand experience.

Pictures courtesy of Hotel Creative.

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