The Look of Sport
If you looked into world champion fencer, Mariel Zagunis’ bag, you might find Nike dark grey Obsessed capris, Nike Go-To Seamless Capris and a Nike cutout black dress. Because for Nike and their athletes, it’s never just strength or style, pretty or powerful, it’s always both.
For The Look of Sport we wanted to bring these diverse stories of strong style to life in an event for key media. We worked with female Olympic athletes at the top of their game to uncover how their personalities, passions and hobbies help mold their distinctive looks.
For instance, East London’s hurdler, Perri Shakes-Drayton, is one of the toughest competitors in her discipline. Her manicure always involves nail art and usually each finger is painted differently with clouds, pinstripes, Aztec print and the like.
The location hunt to house these tales culminated in Aerospace, a sleek fitness center with bold architecture that reflected both the power and beauty of the women’s style stories. We installed seven zones that told each athlete’s story through their customized gym locker, from Perri Shakes-Drayton, to the Boho Superhero look of soccer goalie Hope Solo.
As an interactive and engaging twist on the traditional press briefing, our event attracted a huge range of North American women’s media, including those from lifestyle, entertainment & celebrity, fashion, health & fitness, and style.