NIKE FÚTBOL – LOGO IN THE WILD
We took Nike Football’s new identity back to where the game truly begins: the streets. Logo in the Wild was a guerrilla launch that reclaimed fútbol’s raw origins, turning the city into a pitch and the logo into a living symbol.
The Problem
Nike Football was entering a new chapter with a bold visual identity rooted in Mad Brilliance. The challenge wasn’t just to reveal a new logo; it was to give it meaning. In a culture where football is born long before stadiums and trophies, the logo needed to feel authentic, earned, and connected to the streets that raised the game.
The Solution
We launched the logo where fútbol lives first: on cracked concrete, walls, traffic signs, rooftops, haircuts, and unexpected corners of Bogotá. Through projections, stencil graffiti, sticker drops, street matches, and spontaneous interventions, the city itself became the canvas. From a glowing pitch projected onto Avenida Jiménez to a full Bogotá takeover. The result was a raw, unapologetic guerrilla video that turned the new Nike Football logo into a badge of street culture, instinct, and mad brilliance.
Other projects
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