THE ROOM

nike
akqa,
2025
art direction/design

(coming soon)

Most football boot launches start with the product. We chose to start with belief. For Kylian Mbappé’s Mercurial drop, we turned a real photo of his childhood bedroom into an immersive experience. The room was recreated as a multisensory training ground built from the mental exercises Mbappé practiced growing up. Creators stepped inside and were guided through the training by an AI young Mbappé, moving through a series of interactive challenges designed to build the mindset that shaped him. Complete the training, and you didn’t just see the Mercurials, you earned them.

D&AD 1x Graphite Pencil