Born Global. Made Local.
Increasing Nike's visibility during the 2022 World Cup in Doha.
With the 2022 World Cup on the horizon and a strong sports hold on Middle-Eastern culture, Nike opened a two-storey store at Doha's Mall of Qatar, shich was set to play a key role in the company's visibility during the competition.
The concept for the store drew explicit inspiration from the locality, marrying Nike’s DNA with regionally and culturally relevant elements. Such as the larger-than-life 3D installation of Qatari high-jumper Mutaz Barshim and the bespoke football trial area that repursoses Arabic tile patterns to create pitch markings and includes messages of local significance by an UAE- based calligrapher.