Nike – London Youth Games
Nike invited us to work with them to support the London Youth Games – Europe’s largest annual youth sporting event where the 33 London boroughs compete against each other in over 30 different sports, including those for young people with disabilities.
Traditionally, London Youth Games participants experience at the event was limited to just their allotted competition time. This year, with Nike’s support, London Youth Games wanted to create a space where participants and their families could spend the day, with the opportunity to watch other sports and engage in activities, building more powerful relationships between participants and the London Youth Games organisation.
We designed, produced, and managed the London Youth Games’ Borough Village, with a mini-festival style set-up which created a social hub for participants and spectators, and increased dwell time and engagement through activities.
Borough Village included bespoke tents made for each borough, while communal areas featured a stage for performances and medal ceremonies, multi-media interactive booths, refreshment stands and family-friendly activities such as face painting and fitness sessions.
Our team worked closely with both Nike and London Youth Games to better understand how creative, design and production decisions could be made to ensure that maximum value could be delivered in support of the organisation. Success in this project would need to be demonstrated on three levels – ensuring support from Nike was effective as a key partner, creation of reusable and impactful assets for London Youth Games, with both of these considerations ultimately delivering an improved and more engaging experience for the London borough participants of the games.
A key feature of our work was to design and deliver assets for the Games that would have a legacy for them as a non-profit organisation. All our designs, branding and infrastructure were created to be used year-on-year, be super-portable and require minimal transportation and storage costs.