NIKE
NEXT GEN SOCCER MIAMI
For the first time in the history of global football, the US was hosting the FIFA Club World Cup, and Nike wanted to show up and show out, bringing the World Cup energy to their Miami store hosting none other than the Chelsea FC.
Bringing “Mad Brilliance” to life
Part retail takeover, part cultural celebration, the NXTGEN experience at Nike Miami brought Club World Cup energy to life through athlete connection, bold customization, and immersive storytelling. The event was concepted, designed, and produced end-to-end — from early creative direction and in-store planning to full program management and on-site execution.
At the heart of the experience was a live mic’d-up moment with Chelsea F.C. athletes, brought to life with custom team banners, a stage takeover, and DJ set. The atmosphere was intimate but electric, giving fans a rare chance to engage directly with top-tier players.
Just steps away, the customization studio invited fans to remix official jerseys with exclusive Miami-inspired graphics — designs only available at this location. It was a moment of self-expression that made each jersey feel personal, collectible, and tied to place.
Though small in footprint, the experience delivered outsized impact. From concept through execution, every element worked to connect sport, culture, and creativity — a true showcase of what’s next in football energy.