What happens when one of the biggest names in sports footwear joins forces with Sweden’s leading multi-brand sports retailer? If those names are Nike and Stadium, the answer is simple: magic happens.

Or so it seemed to anyone who visited Westfield Mall of Scandinavia during the launch event for the re-opening of the Stadium store at in April 2023, which saw the retailer collaborate with Nike to promote the release of the new Pegasus 40 shoe.

The centre of activity for the week-long activation was focused in the mall’s Water Plaza, which was selected by both brands for its impact and high visibility. From day one, it was attracting visitors from across the site as well as those who had travelled to attend the event itself.

And there was plenty to do there once they arrived. A week jam-packed with happenings saw visitors relaxing in the Nike lounge and creating unforgettable memories on the photo wall. They could also paint their own Pegasus shoe and spin the wheel for a chance to win a host of prizes, including gift cards and – for the very lucky – their own pair of Pegasus 40 shoes.

Key facts

• Week-long activation

• Dedicated pop-up with activities and activations throughout

• High-impact, high visibility, with impressive uplift in visitors to store

Results

Uplift in visitors to the Stadium store.

Long queues to enter the activation.