A spatial experience for Nike at the Copenhagen Marathon Expo that shifts the narrative from physical endurance to mental resilience with the introduction of Nike Mind 001.

At this year’s Copenhagen Marathon Expo, Nike decided to do things differently. Instead of focusing solely on the body, the installation emphasised the runner’s mind and the critical importance of mental preparation. At its core was the Nike Mind 001, paired with the "Into the Runner’s Mind" interactive trial experience designed to test their race-day mindset.

The architecture itself serves as a direct spatial translation of human anatomy. A structural skeleton, draped in translucent, skin-like layers, guiding the visual hierarchy toward the core of the installation: the mind. Rising from the center, a tower dominates the room, culminating in a striking digital skull dome constructed entirely from LED screens.

Inside the dome, runners could trial the Nike Mind 001 on a treadmill while engaging in interactive cognitive exercises, allowing them to feel how the shoe sharpens their neurological senses. Every element of the space, from the physical setup and digital dome content to the lighting and spatial audio, was synchronised into seamless 360-degree immersive choreography.