Nike and Strelka KB arranged a competition to come up with a functional model for a sports center to serve the interests of a broad spectrum of citizens with a wide variety of needs, as well as various recreational and urban communities. Drawing inspiration from the aesthetics of prefabricated Soviet modernist housing and industrial outskirts, Box MSK creates a functional public space integrated into the city’s most visited park.
The Nike Box MSK blends into brand urbanism — an emerging trend in which brands allocate marketing budget to improve cities. Nike has long been on the forefront of brand urbanism by merging their brand value with urban interventions for healthier cities. Some of Nike’s most renowned urban projects are the public basketball court installed in New York City and the Nike Biketown PDX bike-sharing system in Portland that was launched in July 2016.