Brand Urbanism

Nike Launches On-Demand Laser Beam Street Football Pitch

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.

Nike laser beam street football pitch

Nike laser beam street football pitch

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.

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Brand Urbanism

A growing number of consumer brands are investing in the city, working together with cities to find solutions for urban issues. In a time of austerity, brand urbanism provides local governments with more possibilities in realizing ambitious projects, while giving brands a one-off opportunity to show their involvement in and responsibility for the city.

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