Transforming Neuroscience into a Sensorial Retail Journey

To launch Nike’s first neuroscience-based footwear, we transformed the pre-game ritual into a sensorial in-store experience. Across 9 key European cities – including Paris, Milan, and London – we turned complex science into intuitive retail storytelling.

The highlight in Barcelona, created with Uncanny Valley Studio, featured a physical try-on driven by real brain scans and research insights. By scaling these narratives to 78 “Mind Game” doors globally, we reinforced Nike’s leadership in sport science through the perfect synergy of space and story.

Liganova was responsible for the design, production and execution of the in-store launch across 9 key doors in Europe and the UK, as well as providing campaign elements for in-store execution across 78 Mind Game doors globally.