Atlético de Madrid Stand Nike Store Castellana

This stand is something you carry within you

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We put the fans at the heart of the experience.

We took a brand idea to the place where football becomes real: the stands. Together with YY++, we designed an activation capable of merging space, fans and real-time content, respecting the red and white codes and ensuring that the message did not interrupt the passion, but amplified it.

Experience in an environment of

Signatures on the red seat and microphones in the foreground: it synthesizes the stands transformed into a cultural object and content

It showcases the complete installation inside the store, the row of seats, and the coexistence of Nike and Athletic.

A fan interacts with the display surrounded by products: evidence that retail has become an experience

Family and fans alongside a player's graphic: it adds humanity, identification, and generational continuity

With this approach, we decided to go beyond the initial execution to turn the idea into a 360º campaign around the Derby, “dismantling the stands” in a Fake OOH action that generated conversation on social networks and media, to then appear in the retail environment and become an activation space with @marcosllorente, @markus_pubill27, @alexbbaena , @pablobarrios, who symbolically integrated themselves into the stands along with a selected group of fans and content creators