08 08 2008, not only marked the opening of the Beijing Olympics but Nike celebrated the occasion with the launch of Nike Sportswear as its own category in the retail market.
Nikes regional Los Angeles division wanted a temporary location that could act as a retail space, but also a special events arena that could bring energy and awareness to the community. The Montalbán theater in Hollywood provided a perfect location for such a space. With a vast auditorium used to present the product, a fully equipped stage to present various screenings and Sports On Stage, and 3 design pods in the balcony for NIKEID appointments.
Creative Direction by Christian Parkes and Robbie LaBelle for Nike Sportwear and DCD. Art Direction and Design by DCD. Posters by Nick Cline, Kevin Chen, George Katz. Construction and installation by Coupler LA. Photography by Jonas Lara and Gil Smith.