Hovercraft

Nike SoccerToma El Juego

World Cup — Los Angeles, CA

Overview

Culture meets the concrete in our contemporary brutalist stadium created for Nike Soccer World Cup kick-off. Featuring local Los Angeles favorites Paisa Boys and Persona as well as the iconic US Men’s National team. Programmed over five weeks, the space hosted 1v1 matches, athlete appearances, live game viewing, customization workshops, and an exclusive Nike By You maker space.

Scope

  • Concept Development
  • Art Direction
  • Experiential Design
  • Set Design
  • Animation
  • 3D
  • Content Capture
  • Creative Production
The dark concrete Nike Soccer entrance tunnel
Guests browsing a wall of printed TOMA T-shirts
The concrete stadium’s wooden bleachers, entrance tunnel and TOMA pitch boards
Bleachers under hanging banners and towels along the pitch
The TOMA pitch with a Nike swoosh and neon goal
Players dribbling a ball across the pitch
A neon-green bench shaped like a soccer goal
A wooden merch booth in the stadium corner
Black TOMA jerseys hanging on a grid wall
Papel picado-style TOMA banners strung across a ceiling
A mariachi band of women in black charro suits posing with their instruments
Green Nike Soccer presents Paisa Boys poster with a Nike swoosh
Paisa Boys cans stacked in red and white crates
Chrome car rims on a red grid wall
A cowboy hat on a car dashboard with the Paisa Boys logo
The Paisa Boys logo and a Nike swoosh on a glass case of Mexican snacks
A fan in a Mexico jersey waving a small Mexican flag
A crowd under flags of World Cup nations watching a match
A pink room with a frilly bed canopy and stacked vintage TVs
A pink shrine wall with a player portrait, medals and keepsakes
Bleachers under a row of Persona and El Mundo es Tuyo flags
Two guests on a pink sofa holding a soccer ball
The Persona logo, with wings and a Nike swoosh, on a blue gradient
A Nails sign showing nail designs at the customization station
Tools and charms laid out at the customization workshop
Ribbons and charms tied into a guest’s hair
A customization table with paints, stencils and soccer balls
A guest customizing a striped Persona jersey
A wall of Persona and El Mundo es Tuyo posters beside the schedule screen