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.

Our Opportunity

Nike’s presence at MLB All-Star Week in Atlanta offered a key moment to connect with top athletes and rising stars.

The goal: deliver two premium, athlete-first experiences that showcased Nike’s innovation and deep ties to the game:

Suite 95: a vip seeding and hospitality space for Nike athletes and partners

Futures Party: a social networking celebration for next-gen Nike talent during the Futures Game

Due to venue chosen by league for players hotel we were faced with a major challenge, as Nike was unable to secure access within or near the players’ hotel. We had to find and transform a non-traditional space, all while delivering a seamless, elevated experience.

Our solution

BeCore leaned into strategic creativity and nimble execution to bring both experiences to life, focusing on creating touchpoints that felt personal, premium, and reflective of Nike’s deep investment in baseball’s past, present, and future.

Suite 95: With traditional options off the table, BeCore negotiated access to a vacant office floor in a tower adjacent to the players’ hotel. We fully transformed the space into a polished Nike environment complete with:

Athlete gear drop experience & product showcases

AI customization, Nike artifact displays

On-site content studio for athlete media capture

Meeting space for Nike to host key partners

Futures Night: To foster connection with rising Nike talent, BeCore produced a private party at The Painted Pin, featuring food, drinks, and a wide range of interactive games. The venue was transformed with Nike branding and featured:

1-of-1 AI customized gear station

Nike-branded chock full of engaging activities

Food, drinks, and an environment that cultivated meaningful connection between Nike and key partners

Our Outcome

Nike’s presence at the All-Star Week was elevated and impactful across both Suite 95 and the Futures Party. These events showcased Nike’s ability to adapt, deliver, and lead, deepening athlete relationships, impressing key partners, and reinforcing the brand’s position as a dominant force in the sport

Suite 95 became a true hub for connection. Nearly two-thirds of Nike’s All-Star roster visited the space, which was praised for its design and personalized engagements. Product storytelling came to life through curated displays from JR286, Nike Vision, and DNA, and the space provided for athlete interviews in a controlled, branded setting. The environment gave Nike space to host strategic conversations, celebrate athlete success, and showcase the latest innovation in baseball gear and apparel.

Meanwhile, the Futures Party at The Painted Pin created a high-energy, memorable night for Nike’s rising talent. Athletes immersed themselves in the Nike-branded lounge, complete with bowling, ping pong, and games, as well as experienced our AI-powered customization station that turned their prompts into one-of-a-kind hoodies and swag. Food, music, and games fueled the vibe, but the key takeaway was the face-time between Nike reps, league partners, and young athletes most of whom stayed well into the night.

Both activations reinforced Nike’s leadership in the sport while leaving athletes feeling valued, celebrated, and more connected to the brand than ever.

Nike | Paris Olympic Athlete House

For the Athlete. Beyond the Competition.

Our Opportunity

For 17 days in Paris, hundreds of Nike athletes from around the world would compete on the biggest stage of their lives.

Different countries. Different sports. Different needs. But all arriving at one of the most demanding moments of their careers.

Nike's opportunity was to support them beyond what happened in competition.

Created to serve a global roster of more than 750 Nike athletes competing across the Games, Athlete House needed to become their home away from home in Paris: a place built entirely around what athletes needed to prepare, recover, recharge, express themselves and celebrate.

More than hospitality, it was an opportunity to bring Nike's athlete-first philosophy to life at extraordinary scale, listening deeply and supporting the whole athlete during one of the most important moments in sport.

Our Solution

For the full 17 days of the Paris Games, Nike Athlete House became a dedicated home base for athletes and their families.

Every part of the experience was designed around a different dimension of athlete care.

A pop-up Nike Sport Research Lab brought physical therapy, recovery and performance services directly into the House, giving athletes access to Nike's expertise when their bodies needed it most.

Elsewhere, performance gave way to self-expression.

Barbers, hairstylists, makeup artists, nail artists and tooth-gem specialists helped athletes dial in their looks for a moment when the eyes of the world were on them. Dedicated apparel services provided alterations and adjustments to competition kits, while styling spaces helped athletes prepare for life beyond the field of play.

Customization pushed personal expression even further through Nike's proprietary AI design technology. Athletes could create prompts inspired by anything from flowers to art to the Swoosh, generating one-of-one graphics that were printed onto Nike apparel onsite within minutes.

And sometimes what an athlete needed was simply somewhere to be.

Quiet spaces offered room to decompress between the intensity of competition. Hospitality gave athletes a place to eat, spend time with family and connect with one another. Celebratory moments gave them somewhere to return after the performance was over, whether the day ended in triumph, disappointment or simply relief.

Across 17 days, the House constantly shifted with the rhythms of the Games and the athletes moving through it.

Some arrived preparing for the biggest competition of their lives.

Others walked through the doors having just become Olympic champions.

The House was designed to meet them wherever they were.

Our Outcome

Over the course of the Paris Games, Nike Athlete House welcomed more than 1,500 athlete and VIP visits across 17 consecutive days of programming, delivering an extraordinary level of service throughout one of the longest and most complex sports moments in the world.

But the real measure of the experience wasn't simply how many people walked through the doors.

It was what Nike could provide when they did.

Recovery when an athlete needed to reset. Expertise when something needed adjusting. Self-expression before stepping onto a global stage. Family when they needed familiarity. Celebration when years of work finally became a medal.

The Athlete House turned Nike's relationship with its athletes into something physical, personal and deeply human.

Because serving the world's greatest athletes isn't only about what they wear when they compete.

It's about being there for everything that surrounds it.

Our Opportunity

Nike aims to seize the unparalleled platform of the Super Bowl to forge deeper connections with athletes. Through curated experiences and services, Nike will elevate the athlete's journey on the world's biggest stage, offering personalized encounters that resonate long after the final whistle. 

By orchestrating show-stopping moments for top rookie prospects, current rostered athletes, and key re-signees, Nike will spark organic social buzz and cultivate genuine relationships that endure beyond the Super Bowl spectacle. This initiative signifies Nike's unwavering commitment to empowering athletes and celebrating their achievements on the grandest stage of sports.

Our Solution 

Leveraging the vibrant backdrop of Las Vegas, we helped Nike orchestrate an unparalleled experience for elite athletes during the Super Bowl festivities, spanning seven unique and captivating rooms within the luxurious penthouse suites of the Encore Hotel on the iconic Strip. 

The journey began in the welcoming Community room, where athletes immersed themselves in the history of Air Max. Next, they ventured into the Styling suite where athletes received personalized styling sessions to elevate their off-field presence. The air by you studio provided a platform for creative customization, allowing athletes to express their unique flair. The gift shop offered curated merchandise for athletes to take home a piece of the experience. 

Meanwhile, the footwear showroom showcased the latest innovations and iconic Nike designs. Finally, the vision and VIP room provided a space for athletes to connect with Nike leaders and fellow sports stars. This immersive journey not only enhanced the athlete's experience but also fostered genuine connections and lasting memories, reaffirming Nike's commitment to empowering athletes and celebrating their excellence on the world stage.

Our Outcome

Following three days of electrifying activation, Nike's immersive experience left an indelible mark on the Super Bowl landscape. 

Across nine distinct and captivating experiences, over 50 top athletes were welcomed into the fold, alongside a staggering 150+ VIP guests, including NFL partners, celebrities, and esteemed personalities from various industries. This convergence of talent and influence not only elevated the athlete's journey but also sparked meaningful connections and conversations that reverberated far beyond the event. 

Nike's commitment to delivering unparalleled experiences and fostering genuine relationships was unmistakably evident, solidifying its status as a beacon of innovation and excellence in the sporting world.

I’ve been fortunate enough to work on dozens of incredible Nike projects over the course of the last couple of years. I have partnered with the Nike Sports Marketing Athlete Experience teams across various dimensions as well as the Nike LA and Nike Catalyst teams to create memorable experiences for athletes.

Our challenge/opportunity

One of the primary challenges of building a family and friends space for Nike at the Women's World Cup in New Zealand was navigating the logistics of building a space with an international production parter. The lounge brought together athletes, family and friends, and leaders from around the world.

The lounge design, featuring an interactive photo booth, refreshment stations, multiple lounges, and interactive customization touchpoints, provided a dynamic and engaging environment. The interactive elements offered opportunities for meaningful engagement, enabling visitors to create lasting memories and share their experiences on a global scale through social media. The successful execution of this overseas lounge not only showcased Nike's ability to overcome logistical challenges but also demonstrated its commitment to creating impactful and memorable experiences that resonate with a diverse, international audience.

Our solution/insight/strategy

Partnering with an international agency to create an overseas family & friends lounge space for Nike at the Women's World Cup in New Zealand involved a strategic approach that focused on seamless collaboration and a commitment to delivering a world-class experience. The strategy began with a comprehensive understanding of the audience, including family and friends of athletes, athletes themselves, and global leaders in the sports community. Through close coordination with the international agency, a tailored plan was devised to address logistical challenges such as time zone differences and partnership.

The solution crafted for the lounge space was a harmonious blend of functionality and engagement. Equipped with an interactive photo booth, refreshment stations, multiple lounge spaces, and interactive customization touchpoints, the space aimed to cater to the diverse needs and preferences of the visitors. The interactive elements provided entertainment and served as a powerful brand touchpoint, creating memorable moments for attendees to connect with Nike's values and commitment to women in sports. The success of this collaborative effort was evident as the lounge became a focal point for networking, celebration, and international camaraderie, showcasing how strategic partnerships can transform challenges into opportunities and deliver exceptional experiences on a global stage.

Our success/results/outcome

In collaboration with an international agency to develop the overseas family and friends space for Nike at the Women's World Cup in New Zealand yielded remarkable results, solidifying the brand's global presence and creating an unparalleled experience for visitors. The strategically designed lounge, complete with an interactive photo booth, refreshment stations, multiple lounges, and interactive customization touchpoints, not only met but exceeded the expectations of the diverse audience. The lounge became a dynamic hub, visited by family and friends of athletes, athletes themselves, and influential leaders from around the world, fostering a sense of community and celebration.

The success of the project was reflected in the positive feedback from attendees and the widespread social media engagement generated by the interactive elements. The lounge effectively served as a platform for brand immersion, allowing Nike to showcase its commitment to women in sports while creating lasting connections with a global audience. The seamless execution of the overseas family and friends lounge underscored the effectiveness of the international partnership, demonstrating how a collaborative and strategic approach can transform a space into a memorable and impactful environment, reinforcing Nike's position as a leader in empowering women in sports on the world stage.

Our challenge/opportunity

Creating a styling suite for 15+ Nike Track & Field athletes for Pre Classic in Eugene, Oregon presented both exhilarating challenges and unique opportunities. The task involved seamlessly blending fashion and athletic performance, ensuring that each athlete not only looked their best but also felt confident and empowered as they stepped onto the grand stage of Hayward Field. Programming the styling process, hair styling, nails and makeup, demanded meticulous planning to accommodate the diverse preferences and needs of each athlete. The challenge lay in harmonizing individual styles with Nike's overarching brand image, aiming for a cohesive and visually striking representation on the track. Look your best, feel your best, perform your best.

Amidst these challenges, the styling suite presented an unparalleled opportunity to showcase Nike's commitment to innovation and athlete-centric design. The partnership between BeCore and Happy Monday facilitated a seamless execution of the styling suite, ensuring a smooth transition from the transformational process to a photoshoot at Hayward Field. By integrating Nike's Innovation Team into the suite, athletes were not only styled for the present but were also given a glimpse of the future with a preview of upcoming Paris Olympics accessories. The resulting content, strategically shared on both Nike's and the athletes' social media platforms, contributed to an impactful and widespread narrative, solidifying Nike's presence at the pinnacle of athletic fashion.

Our solution/insight/strategy

The creation of Pre Classic’s styling suite was a carefully orchestrated solution that blended creative styling with strategic brand engagement. BeCore played a pivotal role in producing the physical space, ensuring an environment with dedicated areas for styling, Olympics innovation, and programming the athlete’s experience. The three-day timeline allowed for a comprehensive styling experience, fostering a sense of individuality for each athlete while maintaining a cohesive look that resonated with Nike's brand identity. This strategic approach aimed to enhance the athletes' confidence as they prepared for Pre Classic and created compelling visual content for Nike's social media platforms.

Collaborating with Happy Monday for content capture was a key component of the strategy, ensuring that the journey from the styling suite to Hayward Field was flawlessly executed. The resulting photoshoot at Hayward Field captured the athletes in their styled glory, showcasing the fusion of athletic prowess and cutting-edge fashion. The inclusion of Nike's Innovation Team in the styling suite, presenting upcoming Paris Olympics accessories, not only added an element of forward-looking excitement but also leveraged athlete insights to contribute to shaping the next Olympics. This holistic strategy not only celebrated the athletes' individuality but also positioned Nike as a brand at the forefront of innovation, style, and athlete collaboration.

Our success/results/outcome

Nike’s Pre Classic Styling Suite proved to be a resounding success, culminating in a transformative experience that left a lasting impact on both the athletes and Nike's brand presence. BeCore executed the vision flawlessly, providing a dedicated space that encompassed styling, a nail bar, and hair & makeup stations. The attention to detail and personalized approach ensured that each athlete not only looked their best but felt a deep connection to Nike as they prepared to step onto Hayward Field to perform their best.

The strategic collaboration with Happy Monday for content capture further amplified the success of Pre Classic. The photoshoot at Hayward Field captured the athletes in their meticulously styled fits, and the resulting content was strategically placed across Nike's social media platforms. Providing each athlete with their own set of photos and videos to share on their personal channels extended the reach of the campaign and fostered a sense of ownership and pride among the athletes. In essence, the styling suite not only elevated the athletes' presence at the Pre Classic but also solidified Nike's position as a trailblazer in the intersection of sports, style, and innovation.

Our challenge/opportunity

Organizing an athlete suite at the MLB All-Stars Week in Seattle presented both exciting opportunities and unique challenges. The suite, featuring exclusive Ken Griffey Jr. items, a baseball backdrop, hospitality services, and a customization station, aimed to provide a premium experience for top-tier MLB athletes. One of the challenges faced was ensuring that the suite reflected the prestige of the event and the high caliber of the athletes involved. Coordinating with Nike's DNA Dept. for exclusive items and maintaining a seamless customization experience were essential aspects of the planning process. Facilitating room drops for the athletes required precise logistics to ensure that all player received their products promptly.

Beyond the suite, the collaboration with SPIN for an exclusive party added an extra layer of entertainment and networking opportunities. With crafted ping pong tables, a Nike-branded ping pong ball bathtub, and additional customization stations for cleats and hats, SPIN provided a dynamic environment where athletes could relax, have fun, and connect with both their peers and key stakeholders from Nike’s Sports Marketing team. The entire experience, from Suite 93 to the SPIN party, aimed to foster a sense of camaraderie and celebration among MLB All-Stars while showcasing the innovation and creativity of the brands involved.

Our solution/insight/strategy

Nike’s Suite 93 was strategically designed to create a memorable and immersive experience for top-tier MLB athletes. The inclusion of exclusive Ken Griffey Jr. items from Nike's DNA Dept. was a key element in establishing a connection between the athletes and the iconic legacy of baseball. The hospitality services were meticulously curated to ensure athletes felt valued and comfortable, fostering a positive atmosphere for engagement. The hat customization station further personalized the experience, allowing athletes to express their individual styles and leaving them with a tangible and exclusive item.

BeCore's innovative approach extended beyond the suite itself. Facilitating multiple room drops with personalized Nike products for top-tier MLB athletes added an element of surprise and delight, enhancing the overall impact of the brand engagement. The strategic decision to invite athletes to an exclusive party at SPIN served as a continuation of the immersive experience. This unique environment provided entertainment and valuable networking opportunities, as athletes could interact with their peers and connect with the Nike Sports Marketing Team. The overall strategy aimed at seamlessly integrating the Nike brand into the MLB All-Stars Week, customization experiences, and social events to leave a lasting impression on the athletes and strengthen the brand's presence within the sports community.

Our success/results/outcome

The production of Nike’s Suite 93 proved to be a resounding success, yielding positive outcomes and leaving a lasting impact on both the athletes and the Nike brand. The suite served as a hub for personalized brand interactions, allowing athletes to connect with the Nike legacy through exclusive items and customization options.

BeCore's execution of multiple room drops with personalized Nike products elevated the overall engagement, providing a surprise element that resonated well with the athletes. Following their visit to Suite 93, the exclusive party at SPIN further solidified the success of the initiative. This not only fostered camaraderie among the athletes but facilitated meaningful connections with other players and key stakeholders from Nike’s Field Sports Marketing Team. The successful integration of branding, personalized experiences, and social interactions made the Nike-branded athlete suite and SPIN a standout feature of the MLB All-Stars Week, reinforcing Nike's position as a leading and innovative force within the world of sports.

KPIs

300 suite visitors of Nike’s signed MLB athletes and family

300+ customized products

The Ask: To create a premium Nike environment for the sports marketing team to host MLB athletes in town for the MLB All-Star festivities.

The Answer: We took over a space at the Hudson Lofts in downtown Los Angeles and created an environment that celebrated MLB athletes and offered spaces for the Nike brand to connect with their athletes. The athletes’ journey included meeting spaces, product education, product customization opportunities, shareable photo moment and hospitality spaces.

Photographer: Ben Draper