Nike Athlete Hub at Fanatics Fest 2025

At Fanatics Fest 2025, Nike made a 🚨bold🚨 statement with the Nike Athlete Hub, a fully immersive customization and athlete celebration experience brought to life by our incredible Custom Fabrication and Event Production teams.

Centrally located at Fanatics Fest, the installation served as a vibrant fusion of culture, sport, and style. Visitors were welcomed into a red-hot environment that integrated product customization, athlete storytelling, and fan engagement into one out-of-this-world exhibition.

Glimpse of lockers displayed at the Athlete Hub

The ATOMIC Production team managed all the parts and pieces of this activation from design through the build and load-out, including ones you might not typically think of! This included:

Venue management.
Festival integration.
Hiring and managing of power, lighting, audio, video, scaffolding, and scenery.
Production management of the space.
Overall labor pool, offices, craft services, heavy equipment, vehicle rental, and more.

Scenic and Event Design

CUSTOMIZATION STUDIO

A 15-section counter wrapped in acrylic tops, offering fans a crystal-clear window into the bespoke customization process. Options included:

Premium Offering: embroidered patches, vinyl letters & numbers, and bedazzled elements.
Standard Menu: vinyl patches, vinyl letters, bedazzling.
SNKRS customization counter offered exclusive product personalization.
POS systems streamlined purchases and customization service flows.

Operational Wayfinding & Messaging:

Strategic wayfinding graphics guided flow throughout the space. Customization messaging and tone were inspired by the stunning style of the Travis Scott x Nike activation at ComplexCon, infusing the space with Nike’s unmistakable attitude and voice.

The Nike Athlete Hub created an expressive and strong connection between fans and athletes through personalization, product, and larger than life storytelling. Mixing functionality with creative execution, the space successfully reflected the innovation and energy of Nike’s brand.

Bespoke Customization at the Nike Athlete Hub

Stockroom & upper stage

The stockroom served as a functional, structural and wonderful space, acting as the foundation for a striking upper stage that played host to the DJ booth while successfully hiding the not so attractive behind-the-scenes elements.

Surrounded by excellence

A 20-locker display celebrated Nike athletes across sports and entertainment. Each locker stood with authority and excellence, featuring:

One side decked out with mannequins, product displays, shadow boxes, and custom elements
- The opposite side dressed with full-size banners featuring actions shots of:

Lebron James
Kevin Durant
Caitlin Clark
Sabrina Ionescu
Paige Bueckers

Juju Watkins
Jalen Brunson
Victor Wembanyama
Saquon Barkely
CeeDee Lamb

A’ja Wilson
Jayden Daniels
Paul Skenes
Ronald Acuña Jr.
Aaron Judge

Jordan Chiles
Midge Purce
Alyssa Thompson
Triangle of Brilliance
Travis Scott

Notable features included a shadow box tribute to A’ja Wilson, and a custom acrylic shoe casing for Travis Scott.
Spectators had the option to sit back and observe the displays on the modular, curved seating topped with Nike orange cushions finished with silver brushed metal bases.
The ATOMIC Design team supported the build of the locker displays, adding their creative touch to inspire flawless execution.

None of this would’ve been possible without the help from Nike and their partner agencies. ATOMIC extends its thanks to Nike, Hotel Creative, and Be Core. 🧡 Collaboration was the key to this production, and we can’t thank you enough!