EKINS are Nike’s young, hip, and elite brand ambassadors, and the annual summit is their launchpad for the coming year. The BOOST theme, inspired by the idea of an elite astronaut crew, elevates a sense of camaraderie and invokes the feeling they’re on a special mission. BOOST communicates the idea of discovery through launch, taking flight, and finding their own velocity.
Based on the theme, HUB developed a dynamic journey for the team, complete with rocket science detailing to foster inspiration, insightfulness, and connection. Each day the EKINs would receive an inspiring room drop with a kit of parts teasing the next day’s activities. The kits were each filled with surprising and thoughtful ways to connect and with the tools needed to bring their best to every mission.