Nike Super Bowl LX Athlete House

San Francisco | Chotto Matte

Our Opportunity

Every Super Bowl, the host city becomes the center of the sports and culture universe, drawing many of Nike's most influential football athletes to town for appearances, partnerships, media and the energy surrounding the biggest weekend in the sport.

For Super Bowl LX in San Francisco, Nike set out to create a home base exclusively for its athlete community. A destination where Nike athletes could connect with one another and the brand, discover new innovations, tap into the culture of the Bay Area and experience a level of service designed specifically for them.

Our opportunity was to bring that vision to life through an experience that balanced innovation, personal style, culture and community, while creating meaningful opportunities for Nike to deepen relationships with its athletes beyond the field.

Our Solution

We transformed the rooftop of San Francisco's Chotto Matte into the Nike Super Bowl Athlete House, creating a multi-day destination where Nike athletes and their guests could connect, discover, create and spend time together throughout Super Bowl week.

The experience brought together performance innovation and personal expression through a series of highly curated athlete touchpoints.

Nike Mind introduced athletes to Nike's groundbreaking neuroscience-based footwear platform, designed around the connection between mind and body and the role sensory stimulation can play in helping athletes feel focused and present.

Inside Cleated, Nike Football's footwear design team met directly with athletes for one-on-one conversations around performance, product and the future of football footwear, turning the House into a place for dialogue and athlete insight as much as product discovery.

Bay Area culture came to life through styling and customization experiences created in collaboration with local artists and fashion collective Sko Habibi. Athletes could explore their personal style, customize Nike product and leave with pieces made uniquely their own.

Throughout the House, additional moments including Nike Vision, a Full Swing golf simulator and elevated hospitality created reasons to stay, explore and connect rather than simply move through.

The week culminated in a special Nike Football Happy Hour honoring two generations of football greatness: Deion Sanders and San Francisco icon Jerry Rice. Led by TJ Houshmandzadeh, the conversation brought athletes and guests together around football, legacy and the culture surrounding the game.

Together, the experiences transformed Athlete House from a hospitality destination into something more valuable: a place where Nike could listen to athletes, serve them, inspire them and strengthen relationships beyond the field.

Our Outcome

Across Super Bowl week, the Nike Athlete House welcomed more than 80 Nike athletes along with their guests, creating an exclusive home base for the brand's athlete community during one of the biggest cultural moments in sports.

More importantly, every part of the experience created a different reason for athletes to engage with Nike. Performance innovation became something they could feel. Product development became a conversation. Bay Area culture became personal expression. Hospitality became relationship building.

By bringing Nike's worlds of sport, design, innovation and culture together under one roof, Athlete House strengthened the connection between Nike and its athletes while creating an experience worthy of the cultural energy surrounding Super Bowl week.