Concrete Breakthrough
Nike
Concrete Boys
- Video Production
- Concepting
- Photography
- Art & Fabrication
- Installation
The Challenge
Nike launched the US FORCE 1 at ComplexCon with a bold, hands-on experience designed to cut through the noise and create a lasting connection with fans.
The Spark
How could we bring the spirit of Concrete Boys and the legacy of the US FORCE 1 to life in a way that felt true to Nike?
The Delivery
The Nike booth was transformed into an immersive "Concrete Boys" experience, complete with a custom wrapped cement mixer, cinder blocks, and a Strong Man Challenge. The design was tactile and industrial, inviting fans to connect with the brand in a setting that mirrored the sneaker’s durability and grit. Attendees shattered concrete blocks to reveal hidden tokens, each redeemable for exclusive US FORCE 1 sneakers and limited-edition merchandise. Over two days, more than 300 items were claimed, making the experience both interactive and unforgettable.
