Nike RUN ‘U’
Creative consulting, concept development & experience designNike conceived RUN ‘U’ as a university-style program for 50 newly appointed College Run Ambassadors, bringing the group to Los Angeles for three days of learning, movement and connection. BeCore brought PBZ in at pitch stage to translate the program and the spaces at 57 Windward into a creative plan.
Working from the venue details and BeCore’s programming needs, we mapped out zones for styling and product seeding, customization, workshops, athlete visits, small-group sessions, lounges, an outdoor workout and shared meals. Moodboards, concept sketches and floorplan guidance gave the campus a playful visual language that mixed bold color, punk energy and maximalist layering. We also explored how lighting could give each area its own character while holding the experience together.
BeCore carried the ideas into its 3D renders, with PBZ continuing to advise on details ranging from spatial zoning to the look and practical design of the dressing rooms. When the project moved toward fabrication, a schedule conflict meant we stepped away and recommended a trusted fabricator. PBZ’s role ended with the creative handoff, so the work shown here focuses on the early thinking rather than the final execution.
Working from the venue details and BeCore’s programming needs, we mapped out zones for styling and product seeding, customization, workshops, athlete visits, small-group sessions, lounges, an outdoor workout and shared meals. Moodboards, concept sketches and floorplan guidance gave the campus a playful visual language that mixed bold color, punk energy and maximalist layering. We also explored how lighting could give each area its own character while holding the experience together.
BeCore carried the ideas into its 3D renders, with PBZ continuing to advise on details ranging from spatial zoning to the look and practical design of the dressing rooms. When the project moved toward fabrication, a schedule conflict meant we stepped away and recommended a trusted fabricator. PBZ’s role ended with the creative handoff, so the work shown here focuses on the early thinking rather than the final execution.
Client:
Nike
Agency:
BeCore
PBZ:
Creative consulting, concept development and experience design
Location:
57 Windward, Venice, Los Angeles
Creative development:
2024/25
