The sermons are held by pro athletes, instead of priests. In the opening speech Chicago Bulls legend, Scottie Pippen, preached about the importance of discipline and dreams, with Nike’s new “what’s your crazy dream” slogan portraying this message on the wall of the hallway.
Created in partnership with the local community, these kinds of projects are aimed at serving both. The Just Do It HQ is yet another example of brand urbanism by Nike, where the brand gets to create vibrant public spaces for the city. While the city gets to enjoy additional financing and physical upgrading by the brand, the brand gets to interact with the community and its following in a more personal way.
However, their influence isn’t just local as the brand usually attracts media attention, gaining international exposure and goodwill. With brands increasingly allocating their marketing budgets to brand urbanism, it tells something about the effectiveness of this strategy. However, it raises questions about the future of our cities.
Pop-Up City has dwelled on this question that raises both enthusiasm and concerns. Check out this sports court by an architecture firm in Mexico City for example.