NIKE MOTION ADAPT BRA | Launch Campaign

Nike Motion Adapt Bra: An In-Store Launch Campaign Across Coin and La Rinascente

Industrial scaffolding meets sculptural styling

The launch campaign for the Nike Motion Adapt Bra was designed and rolled out across the Coin and La Rinascente store circuits in Milan and beyond. The goal was to elevate a single product launch into a genuine moment of visual impact, able to stop customers as they moved through busy multi-brand department stores.

Rather than a conventional table or wall display, the project centered on an ad hoc installation built from raw industrial materials, paired with a bold graphic statement and a more editorial approach to styling the mannequins themselves.

Scaffolding as a display structure

Scaffolding pipes and brass fittings, more commonly associated with construction sites than retail, were repurposed to build a freestanding frame for the installation. This industrial language contrasts deliberately with the polish of a department store, giving the launch a raw, energetic character that feels distinct from the surrounding fixtures.

A neon sign that announces the launch

At the top of the structure, a neon LED sign spelling out Nike Motion Adapt Bra anchors the installation and makes it legible from across the store. The sign’s glow becomes the first thing customers notice, drawing them toward the platform before the product itself comes into focus.

Illuminated platforms for the product

Beneath the scaffolding, backlit glass platforms lift the mannequins above the surrounding shop floor, reinforcing the sense that this is a dedicated stage rather than a standard product bay. The interplay of raw metal above and glowing glass below gives the installation a strong sense of verticality within the store.

Sculptural garments for the mannequins

Even the mannequins became part of the intervention, dressed in custom-made sculptural garments, from voluminous tulle skirts to draped fabric capes, layered over the Motion Adapt Bra itself. This more fashion-driven styling turns the mannequins into small sculptures in their own right, supporting the launch product with a strong visual narrative rather than a simple outfit.

From Nike Motion Adapt Bra to our approach to retail campaigns

The Nike Motion Adapt Bra campaign shows how VANDA designs temporary, high-impact installations within existing retail environments, combining industrial materials, lighting and styling to give a single product launch real presence. This approach to short-term retail activations continues to inform our work for sport and fashion brands across Italy.

Related projects

Discover also the Nike Women AW Lab and Nike City Ready projects.

Related projects

Discover also the Nike Women AW Lab and Nike City Ready projects.