Nike x Outernet: A Masterclass in Storytelling that Fused Innovation, Science, and Sensory Immersion

Nike unveiled a powerful example of what district-wide storytelling can achieve, partnering with Outernet London to deliver a fully immersive, multi-space takeover for the launch of its new Nike Mind 001 footwear range.

Transforming the Outernet environment into a connected narrative experience, the activation explored the relationship between body, mind, and sensory connection, bringing product innovation to life at unprecedented scale.

At the heart of the launch was Nike Mind 001, featuring 22 anatomically mapped foam nodes embedded within the sole. These independently moving nodes activate key pressure points in the foot, stimulating sensory receptors linked to regions of the brain, creating a distinct underfoot experience designed to heighten awareness, focus, and connection with movement.

This science-led innovation was translated into a physical experience at Outernet through an interactive Mind-Node installation in The Now Building, where visitor movement dynamically activated the environment itself. The story extended seamlessly across Now Trending, Now Arcade, and Now Pop 1 & 2, using motion, sound, and scale to immerse audiences in the thinking behind the product, not just the product itself.

Visitors were invited to engage with interactive moments that connected body and mind, alongside deeper explorations of the science, design, and philosophy behind Nike Mind 001. A unified ambient soundscape flowed across the district, enhancing calm, presence, and focus while reinforcing a single, cohesive narrative.

This was a fantastic example of district-wide storytelling in action: one idea, activated across many spaces, fully connected. It demonstrates how brands can use immersive environments to move beyond awareness in order to create meaningful, sensory engagement, particularly for innovations that must be felt to be understood.

Eric Avar, VP and Creative Director of Innovation at Nike, explained:

“Nike Mind is a new sensory-footwear concept that helps reawaken the foot, the body and the mind. It represents a new paradigm of performance and how we can potentially make athletes better in the future.”

Watch the video below to see how Nike brought its latest innovation to life at Outernet London.

With thanks to all partners who made this campaign possible: Initiative, RapportWW, Uncanny Valley Studio, and Nike.