To launch the Nike x LEGO® Galaxy collection at a London Pop-Up shop, we wanted to fully immerse kids in the world of Nike x LEGO, leaving them energised, inspired, and empowered. We designed and produced the Pop-Up Play Arena, a unique installation where kids could experience sports, play, creativity, and self-expression firsthand. With no paid media to drive traffic, we took the activation mobile, bringing the pop-up experience across the city. A custom truck, complete with a fully functional basketball hoop and a three-metre-high “Basketball Head” special build popped up throughout Central London, engaging families and encouraging them to visit both the pop-up and Nike Oxford Circus. An immersive experience that brought the Nike x LEGO Galaxy world to life for kids.