Over the last years, Nike’s campaigns have proven that the sportswear brand seems to take its role in the urban environment seriously. About a month ago Nike launched another neat concept in Madrid: an on-demand laser beam installation that turns any public space into a street football pitch.
The #mipista campaign, launched by Nike Football Spain, enables street football players to request a pop-up pitch with their smartphones in six different neighborhoods across the Spanish capital. After the order has been made, a team of specialists drives to the location with a laser system and a crane. The laser beams create an augmented football pitch where users can play a five-against-five match. Click here to watch a video of the project.
It’s interesting to see how a brand like Nike combines its ordinary objectives with true pop-up urbanism. The #mipista laser installation is obviously a marketing stunt, but I’m sure the technology could inspire many city governments when it comes to creating innovative and flexible urban sports infrastructure.