Ahead of the 2012 London Olympics, Nike was hungry to introduce Sydney to an innovative suite of new products. The trainers, kit and technology about to make a very real difference on the track, court and pitch. Products no one else could create, being harnessed by the very best athletes in the world.

But we couldn’t show any of that. Like any major sporting event, the spoils at The Olympics go to the sponsor and everyone else stays schtum. So, no athletes, no Games imagery… No proof of the power of Nike’s vision.

Unless, of course, we shifted the focus.

So we created +NINE, a store with a more playful connection to The Games.

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