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
01

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
02

Experience design

Defined the core concept: transforming a childhood bedroom into an immersive, aspirational entry point into elite performance thinking.

Concept development and narrative
03

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
04

Visual identity and art direction

Developed a minimal, iconic visual system that balanced purity, contrast and Nike’s performance aesthetic.

Spatial and 3D design
05

Spatial and 3D design

Designed and modeled the room as a fully immersive environment, translating memory and imagination into a physical and digital space.

Interactive technology
06

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.

07

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
08

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

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Google

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IDEA Origins of greatness