Nike x Kylian Mbappé The Room
Problem
Today’s youth are told they can achieve anything, yet they live in a world where systemic barriers make success feel entirely out of reach. How could Nike bridge this gap, transforming a standard product launch into a powerful catalyst that proves greatness is still within their grasp?
Background
Every dream has a beginning. For Kylian Mbappé, it was in a bedroom in Bondy, France, surrounded by heroes who served as the ultimate blueprint for his journey. We celebrated this origin story with Nike to transform this deeply personal space into a global, interactive experience, designed to show the next generation how childhood ambition can be turned into reality.
Ambition
To evolve a boot launch into a powerful statement on self-belief. The immersive, AI-powered experience reimagined a childhood bedroom as a laboratory of ambitions for a champion’s mindset, sparking a global conversation that showed a new generation that greatness is within reach.
IDEA Origins of greatness
We recreated Mbappé’s childhood bedroom as an interactive training ground. It wasn’t just fans who were invited to enter, but football’s most influential voices, who had to prove themselves too.
Under the coaching of a young AI Mbappé, they tackled his real-life trials, earning the new Mercurials only by proving they had the drive to match.
A portal from bedroom to belief.
Role
Strategy and vision
Researched the origins of Kylian Mbappé’s mindset from his environment, influences, and early ambition to ground the experience in authenticity.
Experience design
Defined the core concept: transforming a childhood bedroom into an immersive, aspirational entry point into elite performance thinking.
Concept development and narrative
Crafted the storytelling framework by bridging Mbappé’s past, present and future to create a journey of belief and possibility.
Visual identity and art direction
Developed a minimal, iconic visual system that balanced purity, contrast and Nike’s performance aesthetic.
Spatial and 3D design
Designed and modelled the room as a fully immersive environment, translating memory and imagination into a physical and digital space.
Interactive technology
Built responsive, immersive interactions that allow users to explore, engage and step into Mbappé’s mindset, leveraging intelligent systems to personalise and shape the experience in real time.
AI-enabled content production
Brought Mbappé’s younger self to life through AI, as the coach guiding the experience. We also created customised content tailored to each guest’s dreams and aspirations, blending technology with human insight.
Launch and global reach
Activated the experience across channels partnering with influencers, media and retail partners around the world to drive global engagement and expand its cultural impact.
Result
The Room reached 60 million views, driving engagement five times above benchmark. What spread wasn't just content. It was conviction. A generation of footballers left not just with new boots, but with the belief that the gap between a bedroom in Bondy and the world's biggest stage was a matter of mindset.
60M+
Views
5x
Engagement above benchmark
7M
Likes
5.9%
Average engagement rate across TikTok and Instagram
60%
Of TikTok and Instagram posts above industry averages
29K
Comments
67M
Feed views
130M
Estimated reach (population of France and England combined)
12
Creators and partners
100+
Posts and stories
At the frontier
Starbucks
Loyal to coffee culture
Volvo
EX60 Reveal
Miami Design District
Where culture comes alive
