NikeLab X Roundel

Nike + Amplify travel back in time to launch a brand new product...


To keep Nike the brand of choice for influencers and sneakerheads alike, celebrating and leveraging the drop of their latest NikeLab x Roundel collaboration.

Insight + Strategy

Our influencers seek rich, visual, multi-faceted stories to share across their channels. The most dedicated of these, the sneaker heads, want to be first to get their hands on limited and exclusive products.

Celebrate the launch by giving key influential figures unprecedented access to both the kicks and the London Underground before wider release in a visually impactful environment - with multiple opportunities for guests to snap and share.


NikeLab x Roundel

We told the iconic story of London’s underground 90s subcultures to a new generation in a one-off event and party in a disused Underground station, hidden way underneath busy Charing Cross station.

Design, heritage and innovation are prized amongst our target audience and the campaign ticked all three boxes, bringing together the 90s cult classic Nike Air Zoom Spiridon template, the 100th anniversary of the Transport for London’s iconic Johnston font and young, influential content creators.

Taking cues from the campaign creative, we gave the station a full iridescent takeover through projection, heroed the Spiridon product and its heritage, and set the scene through cultural photography and film shot by filmmaker Bafic.

By day, we created an iconic space that allowed sneakerheads to purchase the limited edition sneaker in London’s most unique retail environment. Small groups were greeted by an installation made from 90s TVs to display the product, with convex station mirrors placed in areas for guests to trial and snap the product.

At night we gave London’s key content creators the opportunity to celebrate, shoot and capture the collaboration through a truly underground party. Echoing rave culture, guests only found out about the destination by picking up a voicemail from MC Creed. Once there, with a nod to the 90s revival, guests enjoyed exclusive performances from him, Femme Fatale, Foundation and the first ever reunion of Heartless Crew - all whilst enjoying retro Alize cocktails.