Nike recognizes the cultural impact of sports extends far beyond recreation and entertainment — they believe in the potential for athletics to function as a vehicle for social equality and a driving force behind positive change in our communities. These core beliefs were the groundwork for Nike’s EQUALITY initiative: a call to action that challenges and inspires people to “take the fairness and respect they see in sport and translate them off the field.”
Leading by example, the EQUALITY initiative follows Nike’s recently announced partnerships with MENTOR and PeacePlayers International and took place amid the brand’s annual Black History Month (BHM) series of releases.
Taking cues from the imagery that fueled EQUALITY’s campaign, a team of satis&fy’s best transformed NikeTown NY’s retail space into a powerful visual statement, rich with striking portraits of athletes and bold typographical messages. Exclusive EQUALITY and BHM apparel entombed in gold and black product cases popped against glowing VC-Grid pixel controlled displays — finished to perfection with a smoky, mirrored surface.
At the installation’s heart, an evolving digital tower built from the portraits of both consumers and cultural icons — snapped in a nearby photo booth and delivered in real time — served as a shining beacon of solidarity and inclusiveness while providing guests with a unique, printed takeaway.
At satis&fy, our commitment to diversity, equality, and inclusion is a big part of who we are, and we’re honored to have played a hand in a project that so diligently reflects our beliefs.
(photos by Dorothy Hong)